Trek Factory Racing signs up Segafredo as co-title sponsor

UCI WorldTour cycling team Trek Factory Racing has signed Italian coffee brand Segafredo as its new co-title sponsor.

From January 1, 2016 until the end of the 2018 cycling season, the US team will be known as Trek-Segafredo after the two parties agreed a three-year deal.

As part of the agreement, Segafredo’s branding will appear below bicycle and cycling product manufacturer Trek’s logo on the front of the team’s jerseys.

“Since the start of the (WorldTour) team two years ago our performance and recruitment plan has revolved around long-term thinking,” Luca Guercilena, the team’s general manager, said. “With Segafredo we have found a partner that shares the same values. The importance of this deal and the security it offers will allow us to invest even more in the roster that we have and develop young riders.”

Trek-Segafredo represents the team’s fifth different guise since its inception in 2011. It started out as Leopard-Trek before rebranding to RadioShack-Nissan in 2012 and then RadioShack-Leopard a year later. The team has been named Trek Factory Racing since it secured its WorldTour license ahead of the 2014 season.