Cycling
Italian UCI WorldTour team buoyed by renewed sponsor support
Italian UCI WorldTour cycling team Lampre-Merida has announced that its title sponsors have agreed to renew their backing through the 2015 season.
Eurospin sees value in Giro d’Italia partnership
Italian discount retail store chain Eurospin has signed a multi-year deal to sponsor the white jersey in cycling race the Giro d’Italia.
One Way targets cycling market with Team Katusha tie-up
Russian UCI WorldTour cycling outfit Team Katusha has agreed a two-year partnership with Finnish sportswear brand One Way.
Europcar to withdraw backing of World Tour team
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.
Tour de France seeks sponsor for women’s race
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.
Škoda: Ice hockey remains key to European growth
Global brand awareness and active customer engagement are the drivers behind Czech car manufacturer Škoda’s sponsorship programme.
Dutch cycling team confirms Lotto NL rebrand
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.
Giant-Shimano cleans up with Alpecin deal
UCI World Tour cycling team Giant-Shimano has agreed a four-year title sponsorship deal with German shampoo brand Alpecin.
AG2R La Mondiale pedals on with French cycling team
French insurance group AG2R La Mondiale has extended its sponsorship of its self-titled UCI World Tour cycling team until 2018.
Omega Pharma moves subsidiary into title position
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.
Omega swings it again
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.
Europcar: Multinational properties for multinational marketing
The chance to create multinational marketing campaigns using teams with multinational players is central to car rental company Europcar’s sponsorship decision-making.
Cannondale links up with UCI ProTour’s Slipstream Sports
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.
Dutch cycling newcomer books title sponsor
New Dutch team Orange Cycling has agreed a two-year title sponsorship deal with holiday company Roompot Vakanties.
Saxo Bank to retain association with UCI World Tour team
Danish trading and investment specialist Saxo Bank has agreed a one-year extension to its partnership with Tinkoff-Saxo to remain co-title sponsor of the UCI World Tour cycling team for the duration of the 2015 season.
Lexus on board for cycling’s USA Pro Challenge
Lexus, the luxury car division of Japanese automotive manufacturer Toyota, has signed a two-year deal to become the official vehicle of the USA Pro Challenge through the 2015 edition of the annual cycling race.
Team NetApp – Endura builds on growth plans with Argon 18 deal
Canadian bicycle manufacturer Argon 18 has agreed a three-year deal to become a title sponsor and bike provider to German ProContinental cycling outfit Team NetApp – Endura.
Dutch cycling team secures replacements for main sponsor Belkin
UCI World Tour cycling squad Team Belkin has confirmed that long-term sponsorship deals have been agreed in principle with the Dutch national lottery and retail company BrandLoyalty.