Nissan North America has inked a deal with Leopard SA and CSE Pro Cycling, LLC to become co-title sponsor of the professional cycling team that will be racing globally as part of the World Tour.
The team comprises 30 pro riders from around the world, including Andy and Fränk Schleck, Fabian Cancellara, Andreas Kloden, plus Americans Chris Horner, Matthew Busche and Ben King. The team will compete in races like the Tour de France, the Tour of California and the USA Pro Cycling Challenge in Colorado.
The auto brand has been involved in personal-fitness and individual-participation sports for some years, with partnerships with the Boston Marathon and New York Marathon, as well as the Country Music Marathon in Nashville, TN, where Nissan’s North American headquarters is located.
Nissan says it will activate at the Tour of California, Tour of Colorado, Tour de France and other major Pro Cycling events around the globe. In a statement, the company says the partnership connects the brand with the more than 22 million cyclists in the United States and over 40 million cycling fans that attended live events around the world in 2012.