Starting at the team Tour de France 2008 team presentation on 3 July in Brest the team will show its new shirt with the team name Team Columbia.
Tim Boyle, president and chief executive officer of Columbia Sportswear Company clearly indicated he sees many interesting marketing opportunities in this sponsorship which will last until the end of 2010: by sponsoring one of the top men's and women's cycling teams in the world, we leverage the international popularity and broad media reach of the cycling sport among enthusiast and recreational audiences, promote Columbia's outdoor brand leadership in Europe and the U.S., and support our seasonal product initiatives, such as Omni-Shade&tm; apparel and accessories for sun protection.
Bob Stapleton, owner of the team, showed his enthusiasm as well: This is a partnership with great potential. Columbia is a market leader with innovative products, progressive management, and ambitious marketing objectives. We welcome Columbia Sportswear as a key partner for the next several years.
by Thomas Vergouwen
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