NEW SPONSOR MEANS TEAM HIGH ROAD BECOMES TEAM COLUMBIA

The High Road team will be renamed Team Columbia starting from the Tour de France after the US outdoor clothing company agreed to sponsor the team for three years.

The sponsorship agreement runs until the end of 2010 and includes both the men?s and women?s professional cycling teams.

?This is a partnership with great potential,? High Road team owner Bob Stapleton said in a statement issued by the team on Monday.

?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.?

Columbia will use cycling to promote their range of clothing.

?Columbia Sportswear Company?s sponsorship of Team Columbia provides an ideal opportunity to elevate the positioning of Columbia in multiple European markets by communicating our authentic, outdoor, active, American brand to our target demographic,? said Tim Boyle, president and chief executive officer of Columbia Sportswear Company said. In the statement.

The team will officially unveil their new jersey on July 3, two days before the start of the Tour de France in Brest on July 5.

WHAT IS COLUMBIA SPORTSWEAR?

Columbia Sportswear official site (opens in new tab)

RELATED LINK

Cavendish set for the Tour 'barring accidents'

Thank you for reading 5 articles this month* Join now for unlimited access

Enjoy your first month for just £1 / $1 / €1

*Read 5 free articles per month without a subscription

Join now for unlimited access

Try first month for just £1 / $1 / €1

Founded in 1891, Cycling Weekly and its team of expert journalists brings cyclists in-depth reviews, extensive coverage of both professional and domestic racing, as well as fitness advice and 'brew a cuppa and put your feet up' features. Cycling Weekly serves its audience across a range of platforms, from good old-fashioned print to online journalism, and video.