Garmin-Slipstream will henceforth be known as Garmin-Transitions after the US-based professional cycling team secured major sponsorship from Transitions Opticals, a manufacturer of eyewear.
“The riders of this team have set the standard for ethical competition while racing and training with the best technology available,” said Brett Craig, President of Transitions Optical.
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“As we looked to replicate the success of our PGA relationship in North America with a similar relationship in Europe; cycling, and specifically Team Garmin, was the perfect fit for our organisation. We share similar goals rooted in innovation and ethics and we are proud to join this elite squad as it continues to build on past success.”
Transitions will use its new association with the team to launch a major European marketing campaign featuring the squad’s riders. Transitions is one of the largest manufacturers of light-adaptive lenses that darken in sunlight.
In a climate where some sports, including cycling, are struggling to secure sonsorship it is to Slipstream Sports’ credit that they have not only signed up Garmin as lead sponsor until 2013, but also found a co-sponsor.
The Garmin-Transitions team is home to British riders Bradley Wiggins, who placed fourth at the 2009 Tour de France and won the Jayco Herald Sun Tour, and 2009 Vuelta a Espana stage winner David Millar. British-born, Irish-registered Dan Martin is also part of the squad.
The squad is managed and owned by Slipstream Sports, itself partly owned by former professional rider Jonathan Vaughters. The UCI ProTour level squad has a strong anti-doping ethic and has a commitment to nuturing the ‘next generation of cycling champions’.
Garmin-Transitions will kick off its 2010 racing campaign at the opening ProTour race of the season: the Tour Down Under in Adelaide, Australia, in January.
Garmin extends team sponsorship until 2013