Global athletic leader New Balance has renewed their partnership with Team Garmin-Barracuda, the elite American professional cycling team owned by Slipstream Sports, for the 2012 season. For the second year New Balance will be the official athletic shoe partner for the team’s off-bike training. New Balance will provide athletic footwear for all off-bike activities as part of their conditioning-improvement program. Both New Balance and Team Garmin-Barracuda share a similar passion and drive, making the sponsorship fit perfectly within New Balance’s “Let’s Make Excellent Happen” brand ethos.
“We were very pleased with the team’s results in the first year of our partnership,” said Alan Hed, executive vice president, international at New Balance. “As one of pro cycling’s most talented and hard-working teams, we see this relationship as an ideal match with New Balance’s values and positioning as one of the world’s fastest growing athletic brands. Sponsoring elite athletes like Team Garmin-Barracuda, in addition to more traditional track & field runners and marathoners, allows New Balance as a brand to gain visibility across several fields of play.”
Jonathan Vaughters, CEO of Slipstream Sports and Team Garmin-Barracuda also shared his satisfaction with the first year of the partnership: “We are committed to providing our athletes with the best equipment available, both on and off the bike, and as we saw last year, New Balance is the perfect partner for us.” He also commented on the shared values between the groups, “New Balance’s drive for excellence mirrors our own commitment to success and we are thrilled to continue to work with such an outstanding company.”
Similar to last year, the agreement again positions New Balance as the exclusive off-bike athletic shoe partner and allows the brand a range of highly visible merchandising and marketing opportunities. New Balance corporate livery will be on the official team kit and support vehicles; New Balance stores will be able to feature co-branded Team Garmin-Baracuda products and advertising; and New Balance will be given access to team riders for major promotional events.
Ron Callahan is the chief cook and bottlewasher at Bike World News, doing everything from website design to bike reviews.
