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UCI secures Sufferfest as Women Road World Cup sponsor

The International Cycling Union (UCI) has announced indoor cycling training videos producer Sufferfest as the first major sponsor of its Women Road World Cup.

Under the agreement, Sufferfest messages will be included in television and online promotion clips for the event, while the UCI will work alongside the company to promote women in cycling and develop initiatives such as a Women Road World Cup day – to be advertised through Sufferfest’s network of affiliate gyms.

David McQuillen, founder of the Sufferfest, said: “Our short history shows the commitment we have to women’s cycling and this new partnership with the UCI is a natural progression for us. Three years ago we created a cycling training video featuring women’s professional racing and since then we’ve continued to build on our content featuring the best female cyclists in the world.

“We have also sponsored several women’s teams and we were the first corporate backer of Half the Road, a new documentary on women’s pro cycling.  We are now looking forward to our investment supporting the UCI Women World Cup and continuing to assist with the growth of women’s cycling.”