This is phenomenal news. Bob Stapleton is being justly rewarded for running the team without a title sponsor after Deutsche Telekom pulled out of cycling. I can’t think of a better brand to come into the sport for an American team and judging by the incredible results High Road have had so far this year, the sponsorship will be beneficial for Columbia. Immediately even, as I’d be extremely surprised if they don’t perform well at the Tour- and by well I mean winning multiple stages. Cavendish is the obvious choice to win a stage or two, but plenty of other folks could do interesting things the race (yes, George Hincapie, I’m looking right at you.)
I can’t wait to see the kits.
GENEVA, Switzerland and SAN LUIS OBISPO, California – June 16, 2008 – Columbia Sportswear Company a global leader in the active outdoor apparel and footwear industries, and California-based High Road Sports, Inc., the owner of Team High Road, today announced a new team sponsorship agreement that prominently places the Columbia brand at the starting line of the 2008 Tour de France on July 5.
Team High Road, one of professional cyclings most successful young teams with star riders such as George Hincapie, Kim Kirchen and Mark Cavendish, will compete as “Team Columbia” for the remainder of the 2008 season and will unveil its new uniforms in Brest, France on July 3, two days before the start of Europe’s largest sporting event, the 95th Tour de France. In Europe and around the world, the Tour de France international cycling event is considered comparable to the United States Super Bowl in terms of popularity among fans and media exposure.
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