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Trek-Segafredo boosted by title sponsor extension

Italian coffee brand Segafredo Zanetti has extended its co-title sponsorship agreement with UCI WorldTour cycling team Trek-Segafredo by a further two years.

In December 2015, Segafredo agreed a three-year deal with the US team covering the 2016 to 2018 seasons. The two-year extension will now see the brand’s association with the squad continue until the end of the 2020 campaign.

Segafredo’s branding currently appears on the front of the team’s jerseys, below that of bicycle and cycling product manufacturer Trek.

“This long-term investment shows their trust and faith in our collaboration,” Luca Guercilena, general manager of Trek-Segafredo, said. “Over the last year, we’ve witnessed great involvement from the people at Segafredo. That was very stimulating for us indeed.

“Knowing that they will be with us four more years gives us the stability and the space to keep investing in our team, going from the development of young riders to the continuous improvement and support for our more experienced riders.”

Trek-Segafredo is 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 was then known as Trek Factory Racing before transitioning to its current moniker.