By Tim Bonville-Ginn published
Canyon-dhb has announced a new sponsor for the upcoming 2021 season, as the British sunglasses brand SunGod joins the team as a title backer.
The team previously has food brand Soreen as their third title sponsor, but SunGod has now come onboard as a headline part of the team, while Soreen will stay involved with the Continental squad.
It's welcome news for the struggling British racing scene which has seen a number of team closures, most recently Vitus Pro Cycling announcing their closure.
In a team press release team owner Tim Elverson, said how pleased he is that they have reached a deal with the new sponsor: “It’s great to finally announce our new team name, Canyon-dhb-SunGod, going forward.
"Finding a third partner in the British brand SunGod, that has a similar business outlook and strategy to development as our current partners, has come as fantastic news.
"SunGod already has some amazing products but are keen to use the team not only to promote but also test and feedback to them so we can continue to elevate the British eyewear brand to the top echelons."
The new partnership means that both team and company can work together to make improvements on the SunGod products so they're better for racing in the peloton and for their customers.
Sungod's head of partnerships, David Rogal said: "We’re incredibly excited to join the team as a part title sponsor and to see the SunGod logo and products on every rider.
"This is both a significant and symbolic step for us following the launch of our new Pace series earlier this year. It’s also important to us that as a British brand we are supporting the top British teams that lead the pelotons both in the UK and on the continent."
Hampshire-based Canyon-dhb had, all things considered, a good 2020 season, picking up a few wins on the continent, which was vital as the British racing calendar was cancelled due to the global pandemic.
Elverson continued: "Even though we started the 2020 season well with winning the Tour of Antalya, getting two further UCI podiums and winning the Holland Cup for a second year, as well as having three great partners on board for next year, I’m fully expecting to put 2020 behind us and carry on the tradition of this teams continued improvements into 2021.
"We don’t have any set goals for 2021, only to ensure we are better than 2020, with retention of a lot of the current squad and the addition of some exciting new riders. I feel this will be a natural progression and I think everyone is over 2020 so watch out 2021, here we come."
Hi, I'm one of Cycling Weekly's content writers for the web team responsible for writing stories on racing, tech, updating evergreen pages as well as the weekly email newsletter. Proud Yorkshireman from the UK's answer to Flanders, Calderdale, go check out the cobbled climbs!
I started watching cycling back in 2010, before all the hype around London 2012 and Bradley Wiggins at the Tour de France. In fact, it was Alberto Contador and Andy Schleck's battle in the fog up the Tourmalet on stage 17 of the Tour de France.
It took me a few more years to get into the journalism side of things, but I had a good idea I wanted to get into cycling journalism by the end of year nine at school and started doing voluntary work soon after. This got me a chance to go to the London Six Days, Tour de Yorkshire and the Tour of Britain to name a few before eventually joining Eurosport's online team while I was at uni, where I studied journalism. Eurosport gave me the opportunity to work at the world championships in Harrogate back in the awful weather.
After various bar jobs, I managed to get my way into Cycling Weekly in late February of 2020 where I mostly write about racing and everything around that as it's what I specialise in but don't be surprised to see my name on other news stories.
When not writing stories for the site, I don't really switch off my cycling side as I watch every race that is televised as well as being a rider myself and a regular user of the game Pro Cycling Manager. Maybe too regular.
My bike is a well used Specialized Tarmac SL4 when out on my local roads back in West Yorkshire as well as in northern Hampshire with the hills and mountains being my preferred terrain.
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