NetApp has cited the channel's support for cycling as one of the reasons it has opted to extend its support for a professional cycling team for a further two years.
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The storage vendor has been the primary sponsor of a pro-continental cycling Team NetApp, based in Germany, for the past few years and has seen the team grow in its ambitions with invitations to race at some of the major events including the Tour of Italy and the Tour of Britain.
Cycling is one of the few sports where the sponsor's name becomes the identity of the team, and there are already some names familiar to the channel emblazoned across lycra including NetApp, Sharp and Barracuda.
The NetApp team is taking on a second sponsor, merging with the British Endura squad, but at the same time the vendor extended its own involvement until 2014.
“We are excited to extend our commitment to Team NetApp - Endura through 2014 and to expand the visibility of the sponsorship worldwide as we activate our involvement in North America and Asia-Pacific in addition to EMEA”, said Amy Love, vice president of Brand and Communications at NetApp.
“The team’s success over the past three years, and the ways our customers and channel partners engaged with the cycling community serve as key reasons for our sponsorship expansion," she added.
Cycling is a popular sport in the channel with many donning lycra at the weekends and getting out on the road and in general, thanks to Bradley Wiggins winning the Tour de France and the Olympic and Paralympic success, the sport is experiencing a massive surge in interest and participation.
Image credit: Flickr: OttoKristensen