Cycling
Virginia tourism body signs up to support Richmond 2015
The Virginia Tourism Corporation has entered into a partnership with Richmond 2015, organiser of this year’s UCI Road World Championships cycling event.
MTN to end backing of African cycling team
South African telecommunications company MTN has confirmed it is to end its title sponsorship of the MTN-Qhubeka Professional Continental cycling team at the end of the 2015 season.
Cofidis extends backing of French cycling team
French financial services company Cofidis has extended its long-term title sponsorship of the Cofidis UCI Pro-Continental cycling team.
Sky and British Cycling to conclude lauded partnership
UK pay-television broadcaster Sky will end its eight-year sponsorship of the British Cycling national governing body in 2016.
University signs up to support UCI Road World Championships
The University of Richmond in the US has struck a deal to become a major partner of the 2015 International Cycling Union (UCI) Road World Championships.
Alpecin: Increasing unit sales through sponsorship
German caffeine shampoo brand Alpecin measures the success of its cycling and football-based sponsorship portfolio solely in terms of unit sales.
Title deals and rich patrons pay for pro cycling teams
Operating budgets for the professional cycling teams that compete on the UCI World Tour average out at between €12m to €15m with teams typically funding much of that total from title sponsors or co-title sponsors.
Aviva follows Friends Life lead on Tour of Britain
The marketing team behind insurance company Aviva will continue to “test the waters” as title sponsor of cycling’s Tour of Britain and Women’s Tour. The brand assumed the rights from its subsidiary financial services company Friends Life, which served as title sponsor to both in 2014.
Amgen rides again with Tour of California
US biopharmaceutical company Amgen has renewed its title sponsorship of the Tour of California UCI America Tour cycling race.
Alpecin builds cycling portfolio with Tour de Suisse tie-up
German shampoo manufacturer Alpecin has expanded its presence in cycling by becoming an official co-partner of the Tour de Suisse.
Aviva assumes title sponsorship of UK cycling showpieces
UK insurance company Aviva has taken on title sponsorship of the Tour of Britain and Women’s Tour cycling events.
Trek links up with Tour de Suisse
Bicycle and cycling product manufacturer Trek has struck a partnership with the Tour de Suisse cycling race.
Richmond 2015 banks new partner
Richmond 2015, the organiser of the 2015 UCI Road World Championships, has signed TowneBank to its team of major corporate partners for September’s nine-day cycling event in the US city.
Specialized Women stays in the saddle with La Course
US bicycle manufacturer Specialized Women has renewed its deal to serve as the official performance bike of women’s cycling event La Course by Le Tour de France.
Accor gives stage to ibis at Tour de France
Hotel group Accor has expanded its association with cycling’s Tour de France under a new three-year deal.
Krys focuses on Tour de France white jersey
Quick-Step sticks with UCI WorldTour team
Flooring manufacturer Quick-Step has agreed a two-year extension to its title sponsorship of Belgian UCI WorldTour team Etixx – Quick-Step Pro Cycling.
The Sufferfest renews backing of UCI Women Road World Cup
The International Cycling Union (UCI) has extended its partnership with training videos producer the Sufferfest as the official sponsor of its 2015 Women Road World Cup.