Cannondale stockists to benefit from increased retail support promoting the boosted Liquigas tie-up.

Cannondale upgrades to co-sponsor of Liquigas team

Cannondale has announced it will be the co-sponsor of the Liquigas Pro Cycling Team, effective January 1st, 2011. Cannondale has been a Technical Bicycle Sponsor for the past four years.

"This step is the next evolution of a partnership that was founded on the tradition of combining world-class cyclists with best-in-class bicycles and will feature an enhanced roster, increased marketing and sales support, and new Cannondale products," said Bob Burbank, General Manager of Cannondale, part of the Cycling Sports Group of Dorel Industries.

“Cannondale has built itself on creating leading, innovative products. When riders in green and blue, like Ivan Basso, Peter Sagan, and Vincenzo Nibali, are regularly defeating the competition on Cannondale’s SuperSix Hi-Mod bikes, it is hard to deny Cannondale’s commitment to creating the perfect ride.

“Racing is in Cannondale’s DNA and Liquigas is one of the best racing teams in the world. We work closely with the Liquigas riders to provide us with invaluable feedback that is essential to our product development."

Roberto Amadio, Liquigas Sport team manager, said:

"During the past four years the relationship between Liquigas Sport and Cannondale exceeded a typical relationship between a team and its bicycle partner. Cannondale has always allowed us to compete with a superb product while meeting the demands of the best riders in the world.

"Next year, we enter a new phase in the team’s development as we continue to build a world-class team with the best race results as well as team management and sponsors.”

Russell Merry, joint MD of Cycling Sports Group UK, said:

"CSGuk will have a retail activation program that will see more in-store POP to support Cannondale.

"There will also be a significantly larger marketing spend in 2011 than in 2010 that was already double the previous year in the UK. Increased access to the team is one of the main reasons for the step up in commitment so we can maximise the exposure for a team that has won the Giro and the Vuelta this year."

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