Michelin has announced its 2016 sponsorships for professional cyclists and ambassadors, who are key elements of the Company’s strategy to drive innovation and performance of its cycling tires and build brand equity across competitive cycling disciplines in North America.
Michelin continues its strategic partnership with competitive road racing teams and developmental squads competing in North America, including Team Roger C. Peace, Team Elevate racing, as well as an enhanced relationship with Hincapie Racing Team. This year Michelin North America also will sponsor two individual athletes to expand the reach of the Michelin brand in different cycling segments.
Team Elevate Racing, based in Austin, Texas, returns for a second season sponsored by Michelin. Elevate will focusing on USA Cycling events, and particularly the UCI Continental series in 2016.
Team Roger C. Peace is one of the few independent teams competing on a global para-cycling schedule. The team, based in Michelin North America’s hometown of Greenville, S.C., is composed of numerous national and world champions who are also amputees, paraplegics, quadriplegics, visually impaired, or athletes with traumatic brain injury. They compete in the hand-cycle, tricycle, tandem and single-bike categories. Team Roger C. Peace athletes will compete in more than 90 events this season in preparation for the Para-Cycling World Championships and the Paralympics in Brazil in September.
The Holowesko/Citadel Racing Team presented by Hincapie Sportswear recently set its roster after a successful 2015 season that earned several championships and continued to develop riders, several of whom advanced to the next level of racing in their careers. This year, the team returns nine riders and adds three new athletes to its roster. The Greenville, S.C.-based team serves as an official test team for Michelin cycling tires, providing critical feedback in developing the next evolution of road-cycling tires.
“Partnership with these teams and athletes is so much more than providing tires and a sticker on a bike,” said Yohann Leblanc, sales and marketing manager, Michelin North America bicycling business. “These relationships bring the athletes into the Michelin development process. Their feedback and testing is integral to producing new and innovative products.”
- For 2016, Michelin will sponsor athletes in Enduro, free ride and cycling action sports categories to expand its presence in these influential segments. Michelin will sponsor mountain bike and free ride champion Cameron Zink for 2016. Zink is a champion in various competitions, including Crankworx, Red Bull Rampage and the FMB World Tour.
- Gavin Godfrey, mountain bike champion and action sports star, also joins the Michelin ambassadors for 2016. He will document many of his extreme activities throughout the year and produce social media and video content for Michelin.
- Brian Butler, an Enduro series champion, will put the Michelin mountain bike tires to the test during this season in California.