Shampoo Maker Alpecin Signs On As New Title Sponsor Of Pro Cycling Team Giant-Shimano

Germany-based shampoo maker Alpecin "will become the new title sponsor of pro cycling team Giant-Shimano," according to the DPA. The sponsorship "will start in '15 and run for four years." It has been estimated that Alpecin will invest a total of about €16M ($20.5M) over the duration of the deal. Alpecin "will become the first German company to sponsor a pro cycling team since Milram left the sport in '10." The deal "confirms the growing interest in pro cycling in Germany." German public broadcaster ARD, which "dropped cycling from its sports rights portfolio due to the sport's numerous doping scandals, is reportedly considering bringing back cycling with the live broadcast of the Tour de France in '15." Giant-Shimano Team Manager Iwan Spekenbrink said that Alpecin's commitment "is a huge message, also for the world of cycling" (DPA, 9/24).