IT HAS BEEN a busy week in the sponsorship market for performance apparel brand Craft, extending two commercial agreements through 2012 and 2014 in cycling and cross-country skiing respectively.
The Swedish company has renewed its partnership with the Leopard Trek cycling team, recently renamed RadioShack Nissan Trek as a result of a joint naming rights agreement, in a deal valued by Frontloaded at between $250,000 and $500,000.
Craft will continue to provide sponsorship funds and bespoke apparel to the team, which finished second in the Tour de France this year, throughout 2012 having first sponsored the Leopard-owned squad in 2010.
In October, the brand further extended their reach in the sport signing on as apparel sponsor to the Absa Cape Eric, one of the most high-profile races in the mountain biking calendar. Craft is also apparel sponsor to the Rabobank cycling team.
Elsewhere, Craft has renewed its agreement with the International Ski Federation and its high-profile association with the FIS Cross Country World Cup event, Tour de ski presented by Craft.
The deal, which will run for a further three years, is valued by sponsors.de at around $940,000.
Craft was a founding partner of the inaugural event in the 2006/07 season and the renewed deal will see the brand continue its on-piste presence through the 2013/14 edition.