Vitus Pro Cycling Team is delighted to announced that Brother UK will remain at the team’s side until at least 2021, following a three-year, ‘powered by’ agreement that makes the technology giant the team’s supporting headline sponsor.
The agreement represents unprecedented stability in a turbulent market for sponsorship of professional cycling teams, and further validation of Cherie Pridham Racing’s unique, values-based approached to the sport.
Team manager and owner Cherie Pridham said she was delighted by the deal, which offers financial and technical support, as well as the commercial insights of Phil Jones MBE, Brother UK’s managing director and a passionate cyclist.
“We couldn’t be prouder to have Brother UK at our side until at least 2021. A three-year sponsorship deal in a challenging market for professional cycling teams is a huge vote of confidence in our values-based approach to racing. Our five core principles of Responsibility, Activity, Teamwork, Innovation and Opportunity (RATIO) clearly resonate with Brother UK,” she said.
“The length and nature of the agreement - a three-year package of financial and technical support - gives my team a stable platform to build on. Being able to call upon the commercial experience of Phil Jones MBE, the Managing Director of Brother UK, and specifically Phil’s insights into the value of sponsorship from a corporate perspective will be a significant bonus.”
Under Jones’ leadership, Brother UK has become the most valued commercial supporter in UK cycle sport. The company has enjoyed tangible results from its investments in domestic cycling for the last eight years, and now supports four teams (two men’s, two women’s), as well as funding a fleet of neutral service vehicles and sponsoring the Tour of Britain, the Women’s Tour and the Tour Series.
Phil Jones MBE, the Managing Director of Brother UK, is a passionate cyclist who last year rode 1,130km in eight days, covering the entire route of the 2018 Tour of Britain, one day ahead of the race, to raise money for the Dave Rayner Fund, a charity supporting young British riders in their dream of turning professional
His passion for the sport is balanced by a clear-sighted analysis of cycling’s ability to generate return on investment for Brother UK. The company now enjoys an unrivalled brand association with UK cycle sport - an association that will be strengthened by its agreement with Cherie Pridham Racing.
“Our agreement with Vitus Pro Cycling Team, powered by Brother UK, it’s an outstanding piece of sponsorship. Cherie Pridham has long been one of the most respected figures in UK cycle sport. The values of her team, embodied by the presentation and attitude of her riders, made increasing our commitment an easy decision,” he said.
Brother UK was at Pridham’s side last year, when she launched a new team filled with young riders. This year, she will field a significantly strengthened squad, led by triple Olympic champion Ed Clancy, and by Scott Thwaites, signed from the UCI WorldTour. The pair head an impressive roster, comprised of nine new signings, including former British circuit race champion Graham Briggs, and multiple elite road and mountain bike champion of Wales, Dylan Kerfoot-Robson.
The team will pursue a comprehensive race programme, comprised of top-tier domestic races and the more challenging events of the UCI EuropeTour. Its entry to the 2019 Tour de Yorkshire has been confirmed, offering four days of live, broadcast exposure on national terrestrial television to its sponsors. Pridham’s teams have raced in every edition of the Tour de Yorkshire, including last year’s epic fourth edition, watched by an estimated roadside audience of 2.6m people.
Notes to editors
Vitus Pro Cycling Team, powered by Brother UK is unique among British teams in its values-based approach to racing. Its five guiding principles – Responsibility, Activity, Teamwork, Innovation and Opportunity (RATIO) – lie at the core of all decisions made in the team, from rider recruitment to commercial partnerships. Led by team manager and owner Cherie Pridham, and supported by a host of blue chip backers, including Vitus Bikes, Brother UK and Toyota GB, the team is one of just six UK teams to have gained UCI Continental status.
Cherie Pridham is one of the most experienced team managers in the UK peloton, whose teams have won many of the biggest races on the domestic calendar and competed in every edition of the Tour de Yorkshire. Formerly a world-class rider in an era of epic races for the women’s sport, Cherie’s skill as a manager is matched only by her drive and determination. The new YouTube series “A Way of Life: A Year with Vitus Pro Cycling Team, powered by Brother UK” offers documentary evidence of her unwavering commitment to UK cycle sport.
Ed Clancy, the triple Olympic champion, heads the 2019 rider roster for Vitus Pro Cycling Team, powered by Brother UK, which boasts a roster of proven winners, including Scott Thwaites, signed from the UCI WorldTour. Former British circuit race champion Graham Briggs and former British hill climb champion Adam Kenway are among a host of established talents, supported by a core of consummate professionals and burgeoning talents.
Vitus Bikes has married an unparalleled history of innovation with a commitment to inclusivity, encapsulated by the strap line #RideMore. Pridham’s team rides the flagship ZX-1, whose sophisticated chassis is complimented by the SRAM RED eTap AXS 12-speed groupset and carbon wheels and handlebars from Prime Components. Schwalbe’s tubeless Pro One Evo TL MicroSkin TL tyres offer further evidence of the team’s commitment to innovation.
Brother UK is the most valued sponsor in UK cycle sport. Under the leadership of Managing Director Phil Jones MBE, who last year rode 1130km in eight days to raise money for the Dave Rayner Fund, the technology giant has become synonymous with the British racing scene. As well as providing monetary support for two men’s teams and two women’s teams, Brother UK funds a fleet of neutral service vehicles and serves as event sponsor to some of Britain’s biggest bike races, including the Tour of Britain, the Women’s Tour and the Tour Series.