Women’s cycling team Bigla Pro Cycling has signed up cycling apparel brand Katusha Sports as its new title sponsor.
The brand joins hospital care and officer manufacturer Bigla as co-title sponsor and the team will now be known as Bigla-Katusha from 2020. The company also becomes its official clothing supplier, with a new kit set to be released in January.
Alexis Schoeb, chief executive of Katusha Sports, explained how central cycling is to the strategy of the business. He said: “When we set up Katusha Sports in 2016 we created the company with the overlying purpose of supporting professional cycling, and shaking up the standard model of sponsorship in this sport.”
“We’ve had three very successful years of working within the UCI men’s world tour as our main partner, and we’re now at a time where we are ready to extend our reach.’’
Katusha has been a Main Sponsor of a men’s World Tour team for the last ten years, which has been known as Katusha-Alpecin since 2017. This will conclude in 2020 as the team is taken over by the Israel Cycling Academy. However, it has signed a three-year contract as kit supplier to the new team.
The news of Katusha signing a deal with a professional women’s cycling team has been imminent for some time.
Earlier this month, a Katusha spokesperson said: “As far as our involvement with the team, we are there to support then 100 per cent in any way we can. Katusha Sport will be creating content around the team, reaching out to media, and increase visibility, as any good sponsor would. It is a financial contribution, as well. We will be increasing the budget of the team.”
A press release also indicated that the apparel manufacturer will aim to utilise the new tie-up as a focus for research and development to enhance its women’s cycling range.