Cycling

UCI ProTour cycling squad Team Belkin has taken the unusual move of turning to crowd funding to drive its search for a new title sponsor.

Nestlé Waters’ Buxton brand has reached an agreement to sponsor the first three stages of this year’s Tour de France.

UCI ProTour cycling outfit Team Belkin is on the lookout for a new title sponsor after American consumer electronics company Belkin announced it would not extend its deal beyond the 2014 season.

Frozen foods producer McCain Foods has agreed a deal to become a sponsor of the 2014 Tour de France cycling race.

Active engagement with its products in order to create authenticity and improve the brand’s reputation in sport is the key driver behind nutrition company Herbalife’s sponsorship programme, Brian McKinley, senior director of corporate alliances at Herbalife, told Sports Sponsorship Insider.

Australian UCI WorldTour cycling team Orica-GreenEDGE has agreed a new partnership with coffee maker Cape York Coffee.

The UK arm of Japanese electronics firm Brother has agreed a partnership with this year’s editions of the Tour of Britain and Women’s Tour 2014 cycling events.

Carmaker Škoda will enjoy greater global exposure under its new five-year deal with Amaury Sports Organisation (ASO) to continue as a top-tier Major Sponsor of the Vuelta a España cycle race until 2018.

Pensions provider Friends Life has been unveiled as title sponsor for the inaugural edition of the UK’s Women’s Tour cycling series.

Soya-based foods manufacturer Sojasun, a premium brand of the French Triballat Noyal Group, has upgraded its sponsorship deal with UCI ProTour team Cannondale Pro Cycling.

Cycling insurance specialist Velosure has extended its partnership with SweetSpot, organiser of the Tour of Britain cycling event.

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

Outdoor clothing brand Dare 2b has reached a three-year deal to become the official clothing partner and jersey supplier to the Tour of Britain cycling race.

The UK arm of Czech automotive company Skoda has renewed its commercial partnership with the Tour of Britain cycling event.

Energy company GDF Suez has reached an agreement to become a top tier sponsor of this year’s Giro d’Italia cycling race.

Czech automobile manufacturer Skoda has confirmed a renewal of its top-tier sponsorship of the Tour de France under a wide-ranging five-year deal with the cycling race’s organising body Amaury Sports Organisation.