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First in series of new signings unveiled for Haute Route’s global partnership strategy


During its most recent Haute Route Rendez-Vous event in London – with over 100 guests including business partners, riders and ambassadors – Haute Route announced the first in a series of new signings as part of its global partnership strategy. The company also shared its vision to offer digital and physical partnerships throughout its annual calendar of events.

The announcement marks a historical moment for the unique multi-day cycling series created in 2011. From its origins with the renowned 7-day Haute Route Alps, the event series has confirmed five new global partnerships:

  • Le Col – performance clothing
  • PKRS.AI – coaching companion
  • Le Coq Sportif – lifestyle apparel
  • XEndurance – energy product and
  • Il Magistrale – Coffee

These join existing partners (TAG Heuer – timing and watches; A Bloc – beer; Precision Hydration – hydration; and KitBrix – luggage) on multi-year contracts.

In partnership with MultiSport Research, Haute Route ran a global marketing study in 2019 gathering more than 3800 respondents. The study helped Haute Route offer some ‘solutions to the logistical barriers that riders were facing, build around their event with a structured coaching solution and elevate the rider experience so that all Haute Route riders can reach new heights.’

“Aligning our partnership landscape with what our riders need and expect from an event of our calibre has helped us to accelerate our partnership with brands from the technology and cycling industry that are focusing on innovation and premium services,” said Philippe Jullien, Haute Route Global Marketing & Commercial Director.

Matt Holden, Haute Route CEO, added, “Having leading global companies join us will help cement Haute Route as one of the world’s most dynamic and pioneering cycling brands and will increase and improve the value proposition for all of our clients.”

‘Commencing in 2020 for a multi-year period’, the following brands are joining the Haute Route sponsor roster:

Le Col, British cycle clothing manufacturer, as Global Performance Clothing Partner, will provide a dedicated range of Haute Route clothing for the series of events next year… ‘Le Col will deliver a performance-orientated knowledge to the event series. As Haute Route delivers a professional experience for amateur cyclists, we now have the jersey to match.’

Le Coq Sportif, one of the oldest sports brands in the world, as Global Lifestyle Apparel Partner, will provide a dedicated range of lifestyle products to Haute Route staff and will also provide the Official Finishers tee-shirt for all riders.

PKRS.AI, as Global Coaching Companion, will provide a unique coaching application… ‘bringing AI driven training to all cyclists helping each rider to access custom training program built for their chosen Haute Route event and based on their available training time, travel, work commitments and performance goals.’

Xendurance, as Continental Energy Partner, will provide riders with a solution to help aid their performance by improving their lactic and aerobic threshold with Lactic Acid Buffering tablets and energy gels before, during and after the Haute Route events.

Il Magistrale, as Global Coffee Supplier, will provide all riders with a unique and exclusive Grimpeur blend inspired by Haute Route’s ‘Reach New Heights’ signature at the start of the stage to help them push harder during the ride.

In addition to the new announcements, the Haute Route Rendez-Vous has given current partners the opportunity to ‘reengage their trust in the Haute Route Global Cycling Series on multi-year partnerships’:

  • Tag Heuer, as Global Timing Partner, will continue to provide a premium timing solution to events worldwide as well as offer exclusive watches to 2020 Haute Route winners in both the male and female competition.
  • Precision Hydration, as Global Hydration Partner, will provide hydration products to all riders at feed stations and in their registration pack and offer an exclusive sweat test at the event village.
  • A Bloc, as Global Beer Partner, will provide an exclusive beer garden experience with a range of beers to all riders refreshing them at the end of a tough day in the saddle.
  • KitBrix, as Official Baggage Supplier, has designed a custom backpack to be collected at registration by riders and a travel bag for the series’ 7-day riders.

To support and strengthen its expansion in South America and Asia, Haute Route has also announced that major international bike brand Specialized will be on board as Event Bike Partner, for events in Brazil and Qingcheng.




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