New title sponsorship for current Liquigas Cannondale backer
Six years after it began supplying to the team and three after it graduated to secondary backer, Cannondale will take over sole title sponsorship of the current Liquigas-Cannondale squad in January 2013.
The American manufacturer will considerably increase its investment in the team, joining with the management company Brixia Sport in supporting riders such as multiple Tour de France stage winner and green jersey Peter Sagan, former Giro d’Italia winner Ivan Basso, Elia Viviani and the talented new pro Moreno Moser.
“Cannondale is excited to partner with Brixia Sport to be the title sponsor of the Cannondale Pro Cycling Team. Innovation leadership is part of our DNA,” said Cannondale general manger Bob Burbank in announcing the new backing. “For the past six years, it has been a thrill to watch the team push their limits on our bikes as we push the boundaries on what those bikes can do.
“With the title sponsorship, our dealers and consumers can expect to see us really challenge the status quo and develop programs and opportunities that demonstrate our continued commitment to professional cycling in new and exciting ways that will be undeniably Cannondale.”
The company is set to be the second major manufacturer in the current peloton to be the sole backer of a team, with the BMC Racing Team the other. Previously, Cérvelo also backed the eponymous Test Team in 2009 ad 2010.
Team manager Roberto Amadio knows that the departure of Liquigas is a big change, but insists that the right structure will exist for success. “The qualities with which the Cannondale Pro Cycling Team sports partnership begins will provide great motivation for the entire organisation at Brixia Sport,” he stated. “The experience and expertise we have gained since 2005 form a solid foundation on which to build the future of the new team.
“We have ambitious goals and the right structure to ensure we achieve them. We’ll have a sound squad with a focus on young riders and a strongly international influence. We will repay Cannondale’s trust in us with the utmost commitment and professionalism. The team is thrilled to know that they continue to ride on the best bike in the world.”
In the six seasons that the company has backed the team, it has clocked up victories in the 2007 Giro d’Italia with Danilo Di Luca, the 2010 edition with Ivan Basso and the 2010 Vuelta a España with Vincenzo Nibali. The latter finished third in the Tour this year, while Sagan took three stages plus the green jersey.
“We are incredibly pleased with Cannondale’s decision to continue and increase its partnership with the team,” said Paolo Zani, President, Brixia Sport. “We share the same goal of furthering a sports project that has produced exciting results in recent years. We are convinced that the Cannondale Pro Cycling Team will be one of the most competitive teams in international cycling.”
It’s quite possible that the look of the team will change. It has been known over the years for its green colour but, given that the tones are those of the Liquigas company, a new-look jersey could well make its debut next season.