Cycling
BikeExchange signs on as title sponsor of UCI WorldTour team
Online cycling marketplace BikeExchange has agreed a deal to become a title sponsor of Australian UCI WorldTour cycling team Orica-GreenEdge ahead of the start of the showpiece Tour de France event this weekend.
Bioracer continues to kit out Dutch cyclists
The Royal Dutch Cycling Union (KNWU) has agreed a four-year extension to its long-running partnership with kit supplier Bioracer.
FDJ signs on as major partner of La Course
French lottery Française des Jeux (FDJ) has agreed a deal to become a major partner of women’s cycling event La Course by Le Tour de France.
Orica extends with UCI WorldTour team, but will exit after 2017
Explosives and mining chemicals company Orica has signed a year-long extension to its sponsorship agreement with Orica-GreenEdge, but has confirmed that the 2017 season will mark its last as the Australian UCI WorldTour cycling team’s naming rights partner.
Cycling Canada drives forward with Lexus
Japanese automotive manufacturer Lexus has entered into a partnership with the Cycling Canada national governing body.
Lottery group climbs on with Vuelta a España
Spanish lottery group Loterías y Apuestas del Estado has renewed its sponsorship agreement with the Vuelta a España cycling race.
Cycling Australia drives on with Subaru
Japanese automotive manufacturer Subaru has extended its partnership with Cycling Australia.
KT Tape: Education through activation
Kinesiology tape market leader KT Tape is looking to use the 2016 Summer Olympic Games in Rio as a platform to sustain its dominance of the US market, Greg Venner, Chief Executive of KT Tape, told Sports Sponsorship Insider.
Sponsorship the key to cycling data rights monetisation
USA Cycling kits up with Assos
Swiss cycling apparel company Assos has entered into a partnership with USA Cycling, the sport’s national governing body in the US.
Namedsport furthers cycling backing with RCS Sport deal
Italian sports nutrition brand Namedsport has entered into a three-year partnership with RCS Sport, under which it will sponsor a number of the road cycling races owned by the sport and media company.
Brother teams up with UK cycling events
The UK arm of Japanese electronics firm Brother has agreed partnerships with three leading British cycling events.
Tour de France’s Grand Depart embarks on Brittany Ferries partnership
French shipping company Brittany Ferries has been named an official supporter of the 2016 Grand Départ, the event that marks the opening of the Tour de France cycling competition.
Trek ends two-year search for co-title with Segafredo
Trek Factory Racing's search for a co-title sponsor was “far more challenging than [the team] had anticipated” but the organisation believes its three-year agreement with coffee brand Segafredo Zanetti will take it to the next competitive level.
Dutch cycling federation names Unibet as new main partner
The Royal Dutch Cycling Union (KNWU), the sport’s governing body in the country, has named online gambling operator Unibet as its new main sponsor.
Tissot returns to Tour de France with new ASO partnership
Swiss watchmaker Tissot has agreed a sponsorship deal with the Tour de France and other cycling events staged by Amaury Sport Organisation.
FDJ becomes first Paris 2024 bid sponsor, extends cycling deal
French gaming operator Francaise des Jeux (FDJ) has signed up as the first official sponsor of Paris’ bid to host the 2024 Olympic Games and extended a partnership with a French WorldTour cycling team.
Ford replaces Jaguar as Team Sky partner
British UCI WorldTour cycling outfit Team Sky has entered into a partnership with automotive giant Ford.