UCI WorldTour cycling team Cannondale-Drapac has signed a partnership with US digital media company Oath.
Oath is a Verizon subsidiary which comprises more than 50 media and technology brands, including HuffPost, Yahoo Sports, Engadget and Autoblog.
Oath will have its brand on the US team’s racing kits and vehicles during the 2018 season.
Additionally, Oath and Slipstream Sports, operator of the team, will collaborate in creating and distributing exclusive video content and experiences from inside the world of professional cycling.
“Professional cycling is rich with stories, only a fraction of which are actually told,” Jonathan Vaughters, chief executive of Slipstream Sports, said. “This partnership will allow us to open up the team in terms of content well beyond what most of the world audience sees.
“Oath has the platforms, skill and ambition to tell the story of cycling in myriad ways. We want people to see us better, to get to know the riders, the staff, and what it takes to be in pro cycling. And we want to use our position as professionals in the realm of the everyday cyclist, too. This partnership gives us a chance to do all those things.”
Slipstream and Oath will begin sharing cycling content beginning January 1, 2018.