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SBD Global/July 3, 2012/Marketing and Sponsorship

German Cosmetic Brand Alpecin Plans Creation Of Cycling Team

Two years after the last German-sponsored cycling team, Milram, left the int'l cycling scene, German pharmacy and cosmetic brand Alpecin plans a comeback, according to the DPA. Alpecin wants to team with U.S. bicycle producer Trek to create a new elite cycling team for the '13 season. Various cycling experts confirm those plans, but both companies "have not released any statements regarding this issue." To run a competitive cycling team, the companies would have to invest around €8M ($10M) annually. Int'l Cycling Union President Pat McQuaid said, "A new German team would be great. It's a big market, and Germany is Europe's most powerful economy. Cycling is a very popular hobby there" (DPA, 7/2).
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