JAPANESE ELECTRONICS manufacturer Sharp has become a co-title sponsor of the Slipstream Sports-owned UCI professional cycling team.
Sharp will replace internet security company Barracuda Networks in the official name of the American team, which will see it change from Garmin-Barracuda to Garmin-Sharp.
As a co-title sponsor Sharp is likely to be paying between $3m and $5m per year.
Despite the official name change, Slipstream Sports have confirmed that Barracuda Networks will continue as a third co-title sponsor, and that team materials, including branding on the team website, will display the name Garmin-Sharp-Barracuda.
Under UCI rules however, top-tier professional cycling teams may only officially carry the names of a maximum of two title sponsors.
The partnership builds on Sharp’s existing presence in cycling, consolidating relationships with the Tour of Britain and the British UCI Continental Rapha-Condor-Sharp team.
As a technology partner of the Slipstream team, Sharp will supply screens, audio products, air purification systems, microwave and steam cooking equipment, refrigerators and multi-function printing devices.
Sharp will also provide its solar panel technology – a product the brand has been advertising on a global stage this month in its capacity as an official sponsor of Euro 2012.
By Will Todd