Telenet and Lotto Belisol have closed on a partnership for the 2013 cycling year season, with an option for two more seasons. With this, the telecommunication company is taking the step to road racing and will be a new strong partner for the Belgian WorldTour formation next to the principal sponsors Lotto and Belisol and bicycle manufacturer Ridley Bikes.
“With the sponsoring of the Lotto Belisol cycling team, we extend our commitment in cycling”, stresses Inge Smidts, responsible for residential marketing at Telenet. “Cycling keeps being extremely popular in Flanders. A few years ago Telenet has bonded itself to the cyclo-cross. With our entrance in the Lotto Belisol team we want to strengthen our brand name in the beginning of the year and during the summer months as well. Lotto Belisol is known to be a solid locally anchored challenger with a healthy ambition. We totally recognize ourselves in that spirit and we will include the supporters and fans in an original way in their favourite sport.”
Bill Olivier, general manager Lotto Belisol: “Of course we are very excited with the new agreement. As a Belgian team with Telenet we can welcome a very strong Belgian brand as partner. Telenet has shown in the past that they find that communication through the sport in general and cycling in particular is very important to them, for example in cyclo-cross. The collaboration with Telenet will give us the chance in the future to model further the values which Lotto Belisol stands for and the path that has been chosen. Lotto Belisol should be an ideal platform for Telenet, thanks to our excellent image and the mutual synergies between the partners.”
“After the cycling year 2012 that we absolutely can call successful, we feel that Lotto Belisol has called up something. That Telenet is joining us, is a clear signal that companies keep believing in communication through cycling. The strict ethical politics of Lotto Belisol is also contributing to this. Our team with big names as Jurgen Van den Broeck, André Greipel, Jelle Vanendert and Jürgen Roelandts stays an excellent mean to offer the necessary return. At the moment we still have room for one more partnership.”