Alpecin becomes a new major sponsor in professional cycling

As of January 2015, Alpecin will become a new major sponsor of international professional cycling team, Team Giant-Shimano. After its renaming to Team Giant-Alpecin, a team with a German partner will be present in cycling’s highest tier for the first time in five years. The globally successful producer of caffeine-shampoo plans for a long-term commitment, and with it underlines its international orientation.

 “Alpecin has been committed to cycling for more than half a century. With this important step, for us the circle is now complete. For Alpecin unique opportunities to activate new worldwide markets open up, working in cooperation with Giant, the biggest worldwide bike producer”, Eduard R. Dörrenberg, executive director and shareholder of family-run Alpecin explains.

The family-run company, based in Bielefeld, has been connected with professional cycling for a long time and is in charge of an equally long tradition of partnerships in sport.

“This partnership with Alpecin sends out a strong message, also for global cycling. Our international team gets a German heart”, states Team Giant-Shimano General Manager Iwan Spekenbrink, who currently has five German riders contracted.

The commitment has been made for four years and is part of an international strategy. Title sponsor Giant, worldwide leading bike producer, also sees a valuable alliance in it.

"In partnership with Shimano, we made a strong commitment to the team this year so they could compete at the highest level. We’re happy that the performance and dedication of the riders and staff has led to the addition of Alpecin as a new long-term partner. Our mission to advance the sport of cycling, and to promote this healthy activity worldwide, will continue with Team Giant-Alpecin", said Giant CEO Tony Lo.

Alpecin appreciates the team’s way of working, to help cycling develop a new culture through constant innovation, scientific research, as well as the individual support of its athletes. For years now Spekenbrink has fought for more credibility and transparency in cycling with the help of his “Keep Challenging” philosophy.
Until the end of this year, Alpecin and the team will outline the strategy of their partnership more specifically. They will be supported by former Tagesschau newsreader Marc Bator who has actively been supporting the credibility and transparency of cycling for several years.