UCI ProTour cycling outfit Team Garmin-Sharp has announced an new commercial partnership with global conservation organisation WWF, along with an extension to its existing agreement with US-based sportswear brand New Balance.
WWF’s famed panda logo will appear on the back of Garmin-Sharp’s jersey for the 2014 season, while the US team will promote links between sport and conservation in races across 19 countries over the coming year.
The groundwork for the WWF deal was laid in unusual circumstances, as the panda has become an unofficial mascot of sorts for Garmin-Sharp since rider Dan Martin was chased by a spectator wearing a panda suit before sprinting to win the 2013 Liege-Bastogne-Liege race. The incident became something of a social media phenomenon and the header photo on Garmin-Sharp’s official Twitter page features Martin flanked by a panda-suited fan.
For the past three years, New Balance has been the official off-bike athletic footwear sponsor to Garmin-Sharp and, under enhanced terms, gains branding space on the upper-left chest of the team jersey. Last year, New Balance released a special edition Team Garmin-Sharp 890v3 running shoe that sold out worldwide.
Garmin-Sharp will race in its 2014 jersey for the first time during the Tour Down Under – the opening event of this year’s UCI WorldTour, which takes place in Australia from January 21-26.