Women’s Road World Cup: The Sufferfest named competition’s first major sponsor

Posted: April 2, 2014 by kirisyko in Bike, Road cycling
Tags: , ,

Lizzie Armitstead: The British cyclist is currently leading this year's Women's Road World Cup for the Boels Dolmans team.

Lizzie Armitstead: The British cyclist is currently leading this year’s Women’s Road World Cup for the Boels Dolmans team.

The International Cycling Union has announced that popular cycling video maker The Sufferfest will become the first major sponsor of the Women’s Road World Cup.

Considered a huge step forward for the growth of women’s cycling worldwide, the partnership will see Sufferfest messages included in promotional clips for the UCI competition on TV and online.

The Sufferfest, renowned for producing gruelling cycling training videos for both men and women, will work closely with the UCI to promote women’s cycling and develop new concepts, such as a UCI Women Road World Cup day.

Women’s cycling was recently handed a significant boost with the news that all nine races on this year’s calendar will be televised around the world by leading broadcasters.

And UCI president Brian Cookson said on Wednesday: “Following the recent announcement relating to enhanced broadcast coverage, this is another significant development for women’s cycling and we will continue to build on the momentum we have established.

“The Sufferfest is well known for its effective training videos and the UCI Women Road World Cup is one of the most challenging series in any sport, so there is a natural synergy between our respective organisations – bringing them together makes perfect sense.”

David McQuillen, who founded The Sufferfest in 2009, added: “Our short history shows the commitment we have to women’s cycling and this new partnership is a natural progression for us.

“Three years ago we created a video featuring women’s professional racing and since then we’ve continued to feature the best female cyclists in the world. We are now looking forward to our investment supporting the competition and continuing to assist with the growth of women’s cycling.”

This year’s World Cup is currently two races in and being lead by Britain’s Lizzie Armitstead for the Boels Dolmans team after she won the opening race in Holland and finished second in Italy.

Armitstead leads Anna van der Braggan of the Netherlends, with Sweden’s Emma Johansson in third, ahead of the Tour of Flanders in Belgium on 6 April.

see more:http://www1.skysports.com/cycling/news/15264/9244691/womens-road-world-cup-the-sufferfest-named-competitions-first-major-sponsor

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