U.S. consumer electronics company Belkin has decided to pull the plug on its professional cycling sponsorship, announcing the decision in June.
Current team riders have given Belkin a deadline of August 1 to find a new sponsor, or they will begin to look at other teams for 2015 season contracts. If a new sponsor isn’t found, team management will begin releasing riders to give them the opportunity to stay in the pro peloton.
When Belkin took over the team in June 2013, they signed a two-and-a-half year agreement – and while brand exposure increased in Europe – the California-based company said it wanted to focus on global initiatives.
Here is what the company said after the announcement:
“Belkin would like to thank and pay tribute to the cycling community for the warm welcome and the support that has been extended to our brand over the last 12 months. Belkin will always have the highest of regards for the team and will actively support them throughout the remainder of the season in their search for a new sponsor.”
Thank you to CyclingNews for providing us with this information
Meanwhile, due to sponsor problems causing an even higher stress level, the team prepares for the Tour de France, which begins on Saturday in Leeds.
Image courtesy of Bianchi USA