Eisberg gears up for 2018 cycling season
Eisberg has linked up with Canyon Bicycles in sponsoring a UCI Continental Cycling Team.
The newly rebranded Canyon Eisberg team will operated a 14-man roster throughout the 2018 season, retaining nine riders from last season.
In 2017 the alcohol-free wine brand extended its support for cycling through Sprints jersey sponsorships of The Matrix Fitness Grand Prix, The OVO Energy Women’s Tour and The OVO Energy Tour of Britain, in addition to the sponsorship of the Leaders jersey in The Tour Series Men’s event.
Andrew Turner, director of wine at brand owner Halewood Wine & Spirits, said: “Eisberg is continually looking at ways to extend its cycling sponsorship and focus.
“Canyon Bicycles vision and passion was exactly what we were looking for. This was further enforced by the belief and relevance in the product. We wanted to raise the profile of our brand but in a positive and authentic way.
“The team exceeded all expectations and therefore extending our level of sponsorship was an obvious and natural next step. We are excited to see how the team progresses in 2018.”
The move followed brand research that identified an increased interest towards alcohol-free alternatives among men under the age of 35, who are health conscious and active.
Turner added: “Booking such a high profile series of events gives us access and the ability to engage the demographic who we knew were interested in quality alcohol-free alternatives.”