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Tour of California signs Assos as apparel partner

Swiss cycling apparel brand Assos has entered into a partnership with the Tour of California UCI WorldTour cycling race.

Terms of the multi-year deal with race operator AEG were not disclosed, but it was confirmed that the agreement will commence with this year’s event, which runs from May 14-20, as well as the women’s edition of the race, from May 11-14.

Assos will provide official race jerseys to all competing cyclists and create staff uniforms, race-week executive clothing and broadcast team apparel.

In addition, Assos will gain exclusivity within the event’s tech apparel category.

Assos already has a host of commercial deals in place across the professional cycling market, including a partnership with the UCI Track Cycling World Cup.