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Quick-Step Floors teams up with beer brand

Belgian UCI WorldTour cycling team Quick-Step Floors has signed a multi-year sponsorship deal with brewery Alken-Maes.

The brewery’s alcohol-free brand, Maes 0.0%, will become an official partner of the team.

From January 2019, the Maes 0.0% logo will feature on the back of the team’s jerseys.

Team chief executive Patrick Lefevere said: “Maes 0.0% is the perfect match for our team. No other brand projects the message of camaraderie like the ‘mates brand’. It will be interesting to work together and use our platform to spread the team and the brand messages in a creative way. No doubt we can expect many initiatives in the years to come.”

Jan Bosselaers, marketing director at Maes, added: “We hope to spark responsible alcohol consumption with this partnership, while making Maes 0.0% a popular choice within the daily life of the average Belgian.”