Search continues for 2011 title sponsor

Just days after Riis Cycling, owner of Team Saxo Bank, revealed that the Danish financial institution was terminating its sponsorship of the ProTour outfit 12 months early at the end of this year, it has announced a new sponsorship agreement with US-based software and IT services company, SunGard.

The sponsorship agreement is for one year, and Riis Cycling told road.cc that “if the partnership is successful we hope and think we will work together for a longer period of time,” although clearly it is too early to say whether that would include the company, which operates in 200 cities throughout 30 countries and has annual turnover of some $5 billion, taking over as headline sponsor. During 2010, the team will continue to race as Team Saxo Bank, with the SunGard logo appearing on the riders’ chests and shorts.

Brian Robins, Chief Marketing Officer of SunGard, commented: “We see great potential to improve SunGard’s brand awareness and visibility as a global IT company by sponsoring Team Saxo Bank. We are pleased to align the SunGard brand with one of professional cycling’s undisputed leaders.”

Meanwhile, team owner Bjarne Riis said: “This is a great opportunity for the team and we are really proud of this agreement. I look forward to sharing many successes with SunGard and forging a partnership that is very beneficial for both of us. The whole team are also excited about this new agreement and they can’t wait to get the season underway,” commented team owner Bjarne Riis.

“We are very proud to have entered into this one year partnership with SunGard, a truly global, world class company,” added Trey Greenwood, Managing Director of Riis Cycling. “We appreciate the confidence that they have shown in us and we are motivated and excited to introduce them to our sport and our great team. We look forward to getting the season underway, creating value for SunGard and providing their customers and staff with many unforgettable experiences.”

He continued: “I think this is a strong signal to send for us and it couldn’t come at a better time. As we search for a new title sponsor for 2011 and beyond, the SunGard partnership will give us excellent opportunities to portray the sponsorship elements that we stand for and the value creation that is possible when two strong organizations join together to reach common goals. The agreement also give us the possibility to implement some of the exciting ideas we have in the pipeline.”

Born in Scotland, Simon moved to London aged seven and now lives in the Oxfordshire Cotswolds with his miniature schnauzer, Elodie. He fell in love with cycling one Saturday morning in 1994 while living in Italy when Milan-San Remo went past his front door. A daily cycle commuter in London back before riding to work started to boom, he's been news editor at road.cc since 2009. Handily for work, he speaks French and Italian. He doesn't get to ride his Colnago as often as he'd like, and freely admits he's much more adept at cooking than fettling with bikes.