Under the deal, which includes both the men’s and women’s professional cycling teams, riders will compete as ‘Team Columbia’ for the remainder of the 2008 season. The team’s new uniform will be unveiled in Brest, France on July 3, two days before the start of Europe’s largest sporting event, the 95th Tour de France.
Tim Boyle, president and chief executive officer of Columbia Sportswear Company, said: “Columbia Sportswear Company’s sponsorship of Team Columbia provides an ideal opportunity to elevate the positioning of Columbia in multiple European markets by communicating our authentic, outdoor, active, American brand to our target demographic.
“By sponsoring one of the top men’s and women’s cycling teams in the world, we leverage the international popularity and broad media reach of the cycling sport among enthusiast and recreational audiences, promote Columbia’s outdoor brand leadership in Europe and the US and support our seasonal product initiatives”.
The team is the only USA owned and registered ProTour Elite-level professional men's cycling team and the world's number one ranked women's cycling team. High Road's athletes include 42 men and women from 17 different nations.
