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SBD Global/July 31, 2014/Marketing and Sponsorship

Belkin Cycling Team Secures Sponsorship Deal With Dutch Lottery Operator

A sponsorship deal with the Dutch national lottery operator "guaranteed the Belkin cycling team’s future on Wednesday," according to Keith Weir of REUTERS. The Lotto company "will become the main sponsor of both the professional cycling team and a Dutch speedskating squad." The agreement "will take effect in 2015 for an initial two years." Belkin Team Managing Dir Richard Plugge said, “This unique concept brings Holland’s biggest high endurance sports together." Details of the new team name, riders, colors and budget "will be decided during the next few months." Brand Loyalty, a company that runs customer loyalty schemes for retailers, "already sponsors the speedskating team and will be the second main backer of the combined group" (REUTERS, 7/30).
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