At Eurobike 2019, Sportful and We Ride Flanders announced a new partnership. Beginning in 2020, Sportful will sponsor the Tour of Flanders Sportive (Ronde van Vlaanderen) – positioned as ‘one of the most exciting, challenging and inclusive sporting events in the world.’
“Sportful and Flanders have crossed paths more than once in history, and we believe our brand is now inextricably linked with Flanders,” said Dario Cremonese, Brand Manager at Sportful.
“Over the years, pro riders sponsored by Sportful have won the Tour of Flanders six times, and for this we will be always grateful to our champions and our teams – like Museeuw & Mapei, Cancellara & Saxo, not to mention our rockstar Peter Sagan.”
He continued, “In the last few years, we have also introduced our Fiandre collection, which is designed to excel in the variable weather conditions typical of Belgium in early spring. Listening to our champions enables us to deliver pro-level products that are also available to any rider. And this new partnership has the same value.
“We are excited to be part of an event that provides an unforgettable experience for every participant. We are proud to add We Ride Flanders to our line-up of outstanding events around the world.”
Carl Vansteenkiste of Peloton/We Ride Flanders said, “Every year, amateur cyclists from around the world wait patiently for the Tour of Flanders cyclosportive, the most anticipated spring ride in which 16,000 enthusiastic Flandriens will complete their very own Tour of Flanders.
“Along the way, they will have to face the same hills, cobblestones and narrow roads as their illustrious professional counterparts, as they get a first taste of what is to expect the following day when slightly fewer riders will compete for eternal fame.
“An unforgettable experience awaits these cycling enthusiasts as they travel through a region unmatched in cycling history, where many champions were born and where many beautiful racing memories were made.
“We are very proud of this cultural heritage and it is precisely this same pride, dedication and passion that we find in our new partner Sportful. We are therefore convinced that this partnership will raise the experience and image the event portrays to even higher levels.”