Barloworld in big sponsorship deal
31 January 2006
South African-based Barloworld have linked up with Cannondale, one of the world's most prestigious cycling companies, to form a partnership that they hope will lift the Barloworld cycling team onto a new level in 2006.
Cannondale, who have been known for their innovative approach to cycling, will take part ownership of Team Barloworld, one of the most successful teams on the international circuit in 2005.
Barlworld's new team manager, Claudio Corti, who was appointed at the end of 2005, has a long and established history with Cannondale. His riders used Cannondales on the Saeco and Lampre-Caffita teams when they won the Giro d'Italia.
Research and design development
The team will be riding Cannondale's revolutionary Six13 and Slice Aero TT machines. Cannondale said that their engineers would be using the Barloworld squad in the process of researching and designing new technologies for road bikes.
"We
have no intention of just supplying product," said Matt Mannelly, Cannondale's CEO. "With Barloworld we'll be re-writing the rules on traditional sponsorships. In competitive cycling, there are sponsors of teams and there are owners. We want to control our own destiny and will have part ownership of the squad.
A full-blown 'experience'
"With ownership comes responsibility and commitment," Mannelly added. "Our dealers, and more importantly our consumers, expect 'value beyond product'. With Barloworld, our goal is to create a full-blown 'experience' that will touch consumers on many levels."
For Barloworld, the partnership is a big step towards getting a South African-sponsored team into the Grand Tours, with the Tour de France the ultimate prize.
Chris Fisher, head of corporate marketing at Barloworld, said that he believed the team was capable of building on the huge success of 2005, when they took over 20 victories.
"We've been
trying to get into the Giro d'Italia for the last few years, but have yet to receive an invitation," Fisher said. "We're hoping that with Claudio we will be able to better lobby the Italian Cycling Federation and secure an entry into the Giro this year. In addition, we are putting together a programme that will include many of the Pro-Tour races in Europe.
Commitment
"We are also committed to helping South African cycling, and that's why we released some of our riders to take part in the Tour de Langkawi with the national team," Fisher added.
"We felt that it was in the interests of South Africa cycling that we give the guys the chance to ride for their country in Malaysia. Ryan Cox is the defending champion.
"With the Commonwealth Games coming up, it's important for the guys to ride with the team to give them a better chance of winning medals for their country."
SouthAfrica.info reporter
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