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SBD Global/August 24, 2012/Marketing and Sponsorship

Costa Coffee Makes First Venture Into Sports Sponsorship Through Cycling

Costa Coffee is moving into cycling sponsorship and backing Olympic Medalist Ed Clancy's team -- Rapha Condor Sharp -- during the Tour of Britain in September, according to John Reynolds of MARKETING MAGAZINE. The move marks the first time that Costa has dipped into sport sponsorship. The Costa Express brand, which was renamed after the company's acquisition of Coffee Nation, and not the over-arching Costa brand, is sponsoring the team. Costa Express branding "will appear on the team clothing and on their bikes during the Tour of Britain." Costa will have the option to extend its sponsorship after the tour is over (MARKETINGMAGAZINE.co.uk, 8/22).
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