Continental upgrades La Vuelta sponsorship with ‘Most Combative Rider’ award rights

Tyre brand Continental has upgraded its main sponsorship of the Vuelta a España to include title rights to the ‘Most Combative Rider’ award for each stage of the cycling race.

The Most Combative Rider will be chosen by race fans who will vote for the winner via social media networks.

The awards will be presented at a branded podium each morning with the winner starting the stage wearing the Continental logo. The bicycle plates will also feature the logo.

On the last day of La Vuelta, an overall winner – the rider considered to be the most combative throughout La Vuelta – will receive a trophy on the podium.

The Most Combative Rider Award was established in 2012. It was won by Alberto Contador in 2012, 2016 and 2017, Christopher Horner in 2013, Chris Froome in 2014, Tom Dumoulin in 2015 and Bauke Mollema in 2018.

Continental is also a sponsor of the Giro d’Italia and the Tour de France, where it provides tyres for up to eight professional UCI World Tour teams such as the Movistar and Sky teams.

The brand signed its main sponsorship deal with La Vuelta in 2018 for three years to 2020.

Read this: Road cycling sponsorship market worth €397m p.a.

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