Cycling

Activation has become a sponsorship necessity.

Many brands match their rights fee when allocating budget for activation and, with the importance of activation rising as the number of channels in which to work increase, where that money is best spent is often an issue for debate.

Sports nutrition brand PowerBar has extended its partnership with cycling race the Tour de France through 2018.

UK higher education institution Sheffield Hallam University has announced it will be an official supporter of the Tour de France Grand Depart 2014.

French grain producer RAGT Semences has enhanced and extended its partnership with the Tour de France by agreeing to become the new title sponsor of the cycling race’s team classification.

Home improvement retail chain Jumbo has secured a deal with IMG Schweiz, the Swiss subsidiary of the IMG agency, for the final jersey sponsorship package at this year’s Tour de Suisse UCI WorldTour cycling event.

International healthcare group Bupa has agreed a three-year extension to its sponsorship of the Tour Down Under UCI World Tour road cycling event.

Taiwanese bicycle manufacturer Giant has agreed a multi-year deal with the UCI WorldTour cycling team formerly known as Argos-Shimano under which it will assume title sponsorship of the squad for the 2014 season.

Taiwanese bicycle manufacturer Giant has agreed a one-year deal to replace Argos North Sea Group as the co-naming rights partner of Iwan Spekenbrink’s UCI ProTour cycling team, according to De Telegraaf.

UCI ProTour cycling outfit Team Garmin-Sharp has announced an new commercial partnership with global conservation organisation WWF, along with an extension to its existing agreement with US-based sportswear brand New Balance.

French cycling apparel brand G4 has entered into a two-year partnership with Cannondale Pro Cycling to provide off-bike casual clothing for the UCI ProTour team.

UCI ProTour cycling outfit Team Belkin has announced it will rotate co-sponsor space on its jersey throughout the 2014 season.

Russian UCI WorldTour cycling team Katusha has entered into a partnership with Belgian cycling apparel manufacturer Decca.

Russian online bank Tinkoff Credit Systems is expected to become lead partner of the newly-named Tinkoff-Saxo cycling team in a three-year deal, from 2014 to 2016, following the acquisition of the team this month by the bank’s majority shareholder Oleg Tinkov.

Belgian ice cream brand IJsboerke has agreed a deal to sponsor UCI World Tour cycling team Lotto Belisol.

Russian banking group Tinkoff Credit Systems will become the main title sponsor of Riis Cycling after founder Oleg Tinkov agreed a takeover deal for the leading UCI World Tour team.

Nestle-owned mineral water brand Vittel has extended its sponsorship of cycling’s Tour de France until 2018 after signing a new five-year deal with race organisers.