15 December 2020 – Fort Mill, South Carolina: Continental, the global leader in bicycle tires, is delighted to announce a new partnership with the National Interscholastic Cycling Association (NICA).
NICA's mission is to develop thriving cycling communities that empower youths across the U.S., helping them to build strong minds, bodies and character. NICA's community-based programs have benefited over 55,000 student-athletes in thirty states since their inception in 2009. Through coaching, racing, adventure activities and trail stewardship, all with a big focus on mountain biking, NICA encourages participation, fun and respect for one another amongst its members.
As a sponsor, Continental will support NICA's overall mission and in particular, its Girls Riding Together (GRiT) initiative. GRiT aims to bring more girls and women into cycling to bridge the opportunity gap for future generations. In a male-dominated environment such as mountain biking, NICA recognises the need to offer an inclusive, welcoming community for girls to increase recruitment and retention — and ultimately give back incredible experiences and opportunities to last a lifetime.
The partnership with Continental will help NICA work towards its goal of increasing female participation in the sport to 33% by 2023 (current female student-athlete participation stands at 20%) through the collective efforts of its volunteers, leagues and sponsors.
Madonna Conroy, Marketing Manager Bicycle Tires at Continental, said: "It is with great excitement that we announce our partnership today with NICA, who are doing incredible work empowering young people across the U.S.. We are delighted to support NICA's mission of helping student-athletes discover the joys of cycling and mountain biking, and making the sport accessible to all no matter what their background or ability. Continental is committed to the GRiT initiative and its aim of increasing female participation in the sport. It is so important for the cycling industry to rally behind these efforts wherever we can."
"We are so excited to announce that Continental has made such a strong commitment to NICA as a Silver Level sponsor, and also for supporting our Girls Riding Together (GRiT) program," shares Kristine Urrutia, Vice President Development and Partnerships for NICA. "With their support we will be able to grow this program to include more female-identifying student-athletes."
Find out more about the work of NICA at www.nationalmtb.org.
