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Sponsorships, Advertising & Marketing
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Garmin To Title Sponsor U.S.-Based Tour De France Team
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| Garmin Inks Deal To Sponsor Cycling Team |
Garmin has signed on to title sponsor Team Garmin, a Colorado-based cycling team that will compete in next month's Tour de France, according to David Hayes of the K.C. STAR. The team officially will be named Garmin-Chipotle Presented by H30, representing its secondary sponsors. Garmin will spend "millions of dollars" for the sponsorship, though the company declined to reveal specific terms. Garmin VP/Communications Jon Cassat said, "It's a significant investment for Garmin that we are convinced is an excellent use of our money." He said that the Tour will give Garmin "extensive visibility both in Europe, where Garmin is in a fight for market share with Netherlands-based competitor TomTom, and throughout the world." Cassat added that Team Garmin would "give the company a place to showcase its fitness products, among other benefits." Cassat: "We're looking at the fitness segment as one with a lot of upside growth." Hayes reports the team's riders will use Garmin's Edge 705 cycling computer with "power measurement equipment from Saris Cycling." The team's support vehicles will use Garmin Nuvi navigators. The deal also gives Garmin a presence at this summer's Beijing Games (K.C. STAR, 6/18). The agreement comes one day after Columbia agreed to title sponsor the Team High Road cycling team.
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