BETHEL, CT (BRAIN)—Cannondale upped its sponsorship commitment of the Liquigas pro cycling team to co-sponsor today, a move it expects to drive more consumers into Cannondale retailers.
For the past four years, Cannondale was the technical bicycle sponsor for the team.
With the new arrangement, which goes into effect in January, the team will expand beyond its European-centric roots to a more international focus. That includes presence at the Tour of California, the TD Bank Philadelphia International Championship and the Quizno’s Pro Challenge in Colorado, said Bob Burbank, general manager of Cannondale.
Along with a greater presence at international races, the team will be more accessible to dealers and consumer through in-store promotional visits, live online chats or team riders touting the benefits of the SuperSix road bike using QR Code technology.
“Tying in our dealers and utilizing the team really down to that consumer level is really important to us now,” Burbank said. “We don’t want to be a passive sponsor. We are an active participant in everything we do.”
During the first two quarters of next year, Cannondale will activate new retail and merchandising programs centered around the team. Further details will be announced after the sponsorship goes into effect.
For now, Cannondale is promoting its increased partnership by mailing letters and logoed water bottles, posters and apparel to its top 150 global retailers.
—Nicole Formosa
nformosa@bicycleretailer.com
