The International Cycling Union (UCI) has extended its partnership with training videos producer the Sufferfest as the official sponsor of its 2015 Women Road World Cup.
Last year, the Sufferfest sponsored the Women Road World Cup for the first time and it has been a partner of cycling’s global governing body since 2010.
As part of its sponsorship, the Sufferfest will present a new ‘Suffer Prize’ at the end of each round of the World Cup to the rider who has demonstrated particular determination and courage.
At the end of the season, Sufferfest users will have the chance to vote for the ‘Epic Moment of Suffering’ experienced by one of the winners of the Suffer Prize, with the winner scooping a $1,000 (€945) cash prize.
Britain’s Lizzie Armitstead (left of picture) won the Trofeo Afredo Binda-Comune di Cittiglio at the weekend and now leads the Women Road World Cup standings.