Cycling

Explosives and mining chemicals company Orica has signed a two-year extension to its title sponsorship of the Australian GreenEdge UCI WorldTour cycling team.

The Radial Cycles brand has signed up as a platinum partner of the UCI Cyclocross World Cup event this Saturday in Milton Keynes, UK.

The Tour de France is seeking a new partner for one of its major commercial packages after state-controlled betting and gaming operator PMU announced it will withdraw its sponsorship of the cycling race’s green jersey from 2015.

Italian UCI WorldTour cycling team Lampre-Merida has announced that its title sponsors have agreed to renew their backing through the 2015 season.

Italian discount retail store chain Eurospin has signed a multi-year deal to sponsor the white jersey in cycling race the Giro d’Italia.

Russian UCI WorldTour cycling outfit Team Katusha has agreed a two-year partnership with Finnish sportswear brand One Way.

Vehicle rental company Europcar has confirmed it will withdraw from its title sponsorship of French UCI World Tour cycling outfit Team Europcar when its current agreement expires at the end of the 2015 season.

Amaury Sport Organisation (ASO), the organising body for the Tour de France, is bidding to attract a US sponsor to help support a women’s edition of the cycling race.

Global brand awareness and active customer engagement are the drivers behind Czech car manufacturer Škoda’s sponsorship programme.

UCI World Tour cycling squad Team Belkin has confirmed it will be renamed Team Lotto NL under its new sponsorship deals with the Dutch national lottery and retail company BrandLoyalty.

UCI World Tour cycling team Giant-Shimano has agreed a four-year title sponsorship deal with German shampoo brand Alpecin.

French insurance group AG2R La Mondiale has extended its sponsorship of its self-titled UCI World Tour cycling team until 2018.

Belgian pharmaceutical company Omega Pharma has made its sports nutrition brand Etixx the joint-title sponsor of the Omega Pharma - Quick-Step Pro Cycling Team from 2015 to 2017.

Stephen Urquhart, president of the luxury watch brand Omega, provided Sports Sponsorship Insider with a great marketing insight when he said that the only sponsorship that clearly moved sales of its watches was Omega’s James Bond deal.

The chance to create multinational marketing campaigns using teams with multinational players is central to car rental company Europcar’s sponsorship decision-making.

US bicycle manufacturer Cannondale has agreed a partnership with Slipstream Sports to replace GPS technology firm Garmin as the title sponsor of its UCI ProTour cycling team from 2015.