Lidl becomes main sponsor of the Trek

The Trek team already has a brand new title sponsor for the upcoming Tour de France. This Tuesday the cycling team has announced that the German supermarket chain Lidl will become the main sponsor of the team from June 30, Therefore, the team will wear this new sponsorship in two of the most outstanding races of the peloton: the Women’s Giro d’Italia and the men’s Tour de France, which begins on July 1 in Bilbao.

In this way, Lidl further reinforces a Trek that counts in its ranks notable figures from the men’s peloton such as Mads Pedersen, Jasper Stuyven, Bauke Mollema and Giulio Ciccone, and also great stars of women’s cycling such as Elisa Balsamo, Lizzie Deignan, Ellen Van Dijk and Elisa Longo Borghini.

Jeroen Bal, member of the Lidl board of directors, thus celebrating this new agreement. “We are excited to work with a team that has not only achieved excellence in cycling, but has also allowed its riders to maintain a family team culture. We are convinced that healthy nutrition and an active lifestyle strengthen people’s well-being. Just as Lidl products are accessible to everyone, cycling is also a sport for everyone and suitable for all those who seek a more active lifestyle every day. We want to share this message with as many people as possible.”

for his part John Burke, president of Trek, thus analyzed the new agreement with Lidl. “Part of our mission is to deliver amazing hospitality to our consumers and it’s clear that Lidl is of the same mindset. We are looking forward to working together to build the best cycling teams in the world while inspiring more people to take up the bike.”

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