HomeNewsNewsClothing - SportsCyclingCalifornia

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.

Most recent

Major League Soccer clubs earned more than $80m (€72.5m) combined from their main jersey deals in the 2019 season, according to research by SportBusiness Sponsorship.

MLS has become an increasingly attractive platform for brands, enabling it to increase the value of its sponsorships year on year.  

Brighton and Hove Albion’s main shirt and stadium naming rights deal with payment services brand American Express is a club record.

1XBet spent big to oust BetVictor as Liverpool's exclusive betting partner, and MG Motor upgraded its China deal to global