The Radial Cycles brand has signed up as a platinum partner of the UCI Cyclocross World Cup event this Saturday in Milton Keynes, UK.
As part of the agreement, Radial Cycles, a new brand launched by sporting goods manufacturer Hy-Pro International, has also secured naming rights for the main course feature.
The deal was brokered by Sport Collective, an agency that was established earlier this year by Sean McAuliffe and Peter Daire, both of whom previously had leading roles at the Football Association, football’s governing body in England.
This weekend will mark the first time that a UCI Cyclocross World Cup event is staged outside of mainland Europe, with the British Eurosport division of the pan-European sports broadcaster set to provide coverage in the host nation.
“Cycling has become the nation’s passion and our sponsorship of the UCI Cyclocross World Cup will be a major stepping stone as we launch our new and exciting direct-to-consumer bike and accessories range,” Hy-Pro International chief executive Atul Shah said.
The Milton Keynes event will be the third on the six-race calendar for the 2014-15 campaign, which will conclude on January 25 in Hoogerheide, the Netherlands.