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by Shane Stokes
July 21, 2017
Photography by Kristof Ramon
Following the news that the Cannondale-Drapac team has been negotiating with two potential sponsors, its parent company Slipstream Sports has announced a new partnership with the Verizon company Oath.
Oath is a digital media company comprising more than 50 media and technology brands. These include HuffPost, Yahoo Sports, Engadget and Autoblog, and give it an audience of over one billion consumers.
Under the new agreement, the Oath brand will be featured on team racing kits and vehicles from January 1 2018. In addition to that, the two companies will work together creating and distributing video content and more from within pro cycling.
Slipstream Sports CEO Jonathan Vaughters said the agreement will be a significant boost to the team’s exposure.
“Professional cycling is rich with stories, only a fraction of which are actually told,” he stated in a team release. “This partnership will allow us to open up the team in terms of content well beyond what most of the world audience sees.
“Oath has the platforms, skill and ambition to tell the story of cycling in myriad ways. We want people to see us better, to get to know the riders, the staff, and what it takes to be in pro cycling. And we want to use our position as professionals in the realm of the everyday cyclist, too. This partnership gives us a chance to do all those things.”
Earlier this week Vaughters told CyclingTips that the team was in ‘super-promising conversations’ about sponsorship. “One with an American company, one with a European company. Fingers crossed that next year this team will have some great financial backing behind it.”
CyclingTips understands that Oath was one of the two companies he referred to. The other is still in ongoing talks. These will likely have been boosted by Rigoberto Uran’s strong showing in the Tour de France. He won a stage, finished second in another and is currently third overall. He is a strong time trialist and is expected to have a strong chance of finishing on the podium in Paris.
The team has said it also remains open to approaches from other companies interested in sponsorship.
The new partnership with Oath will give the team a far bigger exposure, thus offering significantly higher benefits to title sponsors. That in turn could help to bring other talks to fruition and help the squad secure the new backing and higher budget it has been targeting.
Oath’s VP of Brand Experiences Stacy Lambatos explained the thinking behind the new partnership.
“Our mission at Oath is to build brands people love. There’s untapped potential to grow the global audience in professional cycling,” she said. “Through our diverse portfolio, we can provide unique content experiences and engaging stories.
“We have the technology and content creators to tell these stories through a new lens, including AR, 360 and Live video. This partnership defines what it means to build brands people love.”