The Rapha Condor Professional Cycling Team have signed three new sponsorship deals that will bring some household names to their distinctive jersey.
Sharp Electronics, Paul Smith Jeans and Malmaison Hotel Group will be supporting the team for the remainder of 2009. Their logos will appear on team jerseys and Kristian House’s national champion’s jersey at the Tour of Ireland in August.
Sharp will use their sponsorship of the team to promote Sharp4Prostate, a joint initiative with The Prostate Cancer Charity which aims to increase awareness and raise funds to fight the most common cancer in men.
Sir Paul Smith is a well known cycling enthusiast and has worked with Rapha on a number of cycling-related projects, but thsi is the first time his logo has appeared on the jersey of a professional cycling team.
The third name to be added to the jersey is that of boutique hotel brands Malmaison and Hotel du Vin, who join the team as their official hospitality partner. The tie-up will see the squad visit a number of Malmaison and Hotel du Vin locations as part of a mini 'tour of Britain' training camp in August.
Rapha founder and CEO Simon Mottram said: “For these premium brands to choose cycling as a vehicle for their sponsorship activity is a hugely important moment for the Rapha Condor project. The sport has been growing rapidly over the past few years but it has taken the big brands a while to act on the opportunity that cycling has to offer. The brands that have joined the team for the rest of the year have seen the synergy with the Rapha and Condor brands and their target audience, and we’re looking forward to working with them this year and, hopefully, beyond.”