Columbia To Title Sponsor Cycling Team In Tour De France
 |
Columbia Sportswear To Sponsor
Cycling Team Through 2010 |
Columbia Sportswear Co. has agreed to sponsor the Team High Road cycling team, which will now be known as Team Columbia. The team, which includes riders George Hincapie, Kim Kirchen and Mark Cavendish, will unveil its new uniforms on July 3, two days before the start of the Tour de France. The deal runs through 2010 and includes both men’s and women’s cycling teams. Columbia replaces Deutsche Telekom AG's T-Mobile as the title sponsor (Columbia Sportswear Co.). In Portland, Hunsberger & Herzog report the move puts Columbia's name "into one of the world's biggest yet most controversial sporting events and [pumps] up Portland's profile as a hub for biking." The three-year deal, which was "hastily packaged" together, is likely "worth several millions of dollars a year for the team." Former Nike Cycling Advertising Manager Slate Olson said that most team title sponsorships are worth $3-8M. Columbia CEO Tim Boyle declined to reveal the terms of the deal, but said that it "ranks as Columbia's largest, both in cost and media exposure." Hunsberger & Herzog note the deal also "marks the company's first foray into competitive sports." Columbia execs "hope the logo placement boosts awareness of its brand in Europe, where sales have slumped." Boyle: "We need it in Europe. We've been struggling there. We've made lots of changes in Europe. But this is a really superb opportunity." Cycling Web site Quickrelease.tv Owner Carlton Reid said, "If Columbia Sportswear has designs on making a name in mainland Europe, it's picked a good route, and one that's relatively inexpensive. The brand is known in Europe ... but it's not a household name. And that's what team sponsorship brings in Europe." Boyle said that the company "has no plans to make racing apparel" (Portland OREGONIAN, 6/17). Boyle previously said that the company "would spend more marketing money this year, even at the expense of profits, to boost the brand's image" (OREGONLIVE.com, 6/16).
SURPRISE ENDING: Team Columbia Owner Bob Stapleton said that the deal "was unexpected and welcome," adding that he "had not planned to look for a sponsor until after" next month's Tour de France. In N.Y., Ian Austen reports Stapleton renewed talks with Columbia three weeks ago. Stapleton: "It came through really at the last minute. We signed this agreement last week and we're manufacturing new kits for the team starting [today]." Boyle acknowledged that the idea "initially [was] met with a lukewarm response from executives based in Europe," but recent meetings with Stapleton "changed their minds." Austen notes the team will continue to use the High Road name "for corporate purposes" (N.Y. TIMES, 6/17).
|
