Datacentre provider Node4 has announced it is to become the title sponsor of a UK-based pro cycling team for the 2012 season, reflecting a surge of interest in the sport both inside and outside the tech industry.
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The team is run by former pro cyclist Malcolm Elliott - whose achievements include two Commonwealth Games medals and a couple of stage wins at the Spanish Vuelta - and has been associated with Node4 in the past.
Andrew Gilbert, managing director of the Cisco and Microsoft Gold partner, said the sport was receiving much greater exposure through increased TV coverage in the UK, and it was therefore the ideal time to get involved.
"I love the passion of the team boss Phil Griffiths and proven track record of Malcolm, and was compelled to work with them in a greater capacity," said Gilbert.
"As a keen cyclist myself I was able to recognise the enthusiasm within the team and also its capability to perform at the highest level," he added.
The team, which already has 12 riders signed up, is looking to add more talent, particularly on its womens' squad, and has signed current Junior World Champion Lucy Garner, 17, to this end.
Image courtesy: Ryan McVay