always riding's cycling blog

This is genius, and a great example of the sort of marketing that could be done for pro cycling to create a wider appeal. How many apparel or equipment sponsors to cycling teams have missed a chance of doing something like this?

Wow, big big news, Alberto Contador is to move to Danish based Team Saxo bank for 2011 on a 2 year deal, with main sponsor Saxo Bank committing to another year alongside new sponsor Sungard, a world leading specialist IT services provider. 

"I am proud and honoured that I am able to introduce Alberto Contador to our team next year," Riis told a news conference in Copenhagen. "It is an impossible opportunity that has occurred and that we are able to realise. He is not here and has not been seen at Copenhagen airport but he will arrive later,” Riis said. “I think I can contribute to polishing this diamond (Contador) even further.”

For cycling fans, the most exciting part of this story is the mouth watering prospect of seeing Swiss motor Fabian Cancellara riding with Alberto Contador, as the punchy time trial and classics specialist has been confirmed for the team for another year. All we can say is that Andy and Frank Schleck will need some serious firepower in their new Luxembourg based team to beat this combination at next year's Tour de France. 

http://www.cyclingnews.com/news/contador-to-ride-with-riis-in-2011

Here is the press release in full about the new and continuing sponsors:

COPENHAGEN, August 3, 2010 /PRNewswire/ -- Bjarne Riis, owner and manager of Riis Cycling A/S, announced today that Saxo Bank, the trading and investment specialist, will become co-title sponsor with SunGard, one of the world's leading software and technology services companies.

Following the announcement during the Tour de France that SunGard had agreed to become co-title sponsor for the next two years, Bjarne Riis revealed at a press conference in Copenhagen today that Saxo Bank will be the other co-title sponsor in 2011. The Team will be called "Saxo Bank-SunGard Professional Cycling Team".

Bjarne Riis said:

"I am very happy to announce Saxo Bank and SunGard as future partners. With these two companies committed to the team, we have a solid financial foundation for the future. Saxo Bank and SunGard have ensured that the Team can continue its essential role within the world of cycling and will be able to maintain competing at the highest level. With Saxo Bank and SunGard as two strong backers, our future looks very bright. I am grateful for their commitment and I am confident that this will be mutually beneficial to all involved."

Based on the prospects presented by the Team for 2011, Saxo Bank has taken a strategic decision to sponsor the Team for one more year. Saxo Bank has sponsored the Team since 2008 but took over as main title sponsor on 1 January 2009. According to the Bank, the sponsorship has already achieved great branding results and increased Saxo Bank's name recognition around the world. Saxo Bank's decision to continue the sponsorship for yet another year is based on a genuine wish to support the Team but also a commercial decision to further build on the advantages that Saxo Bank believes are extended through this additional commitment to the Team. The new, unnamed sponsor, announced during the Tour de France, was willing to step aside in order for the Team's new plans to materialize.

In a joint statement, Kim Fournais and Lars Seier Christensen, co-CEOs and co-founders of Saxo Bank, said:

"Bjarne Riis has delivered excellent results over the past couple of years and has an impressive plan for 2011. We believe it's important to recognize an unprecedented opportunity when you see one and therefore, we have decided to continue our sponsorship for one more year. In Saxo Bank, we always aim for the top and we believe Bjarne Riis and his Team can reach that goal next year. While our past collaboration with Bjarne Riis has been fantastic, we also know and trust the new co-title sponsor, SunGard, and that has made this strategic decision an even easier one to make."

Brian Robins, chief marketing officer of SunGard, said:

"We are pleased to extend our sponsorship of Riis Cycling in 2011 and join Saxo Bank as a co-title sponsor. We share Saxo Bank's enthusiasm for this project and we are looking forward to renewing our collaboration. The Saxo Bank-SunGard Professional Cycling Team represents a fantastic opportunity to gain visibility for our brand in front of a global audience."

According to Bjarne Riis there will be significant changes to creating a stronger team. Both Bjarne Riis and the two co-title sponsors wish both new and outgoing riders every success in their decisions and careers ahead.

About SunGard

SunGard is one of the world's leading software and technology services companies. SunGard has more than 20,000 employees and serves 25,000 customers in 70 countries. SunGard provides software and processing solutions for financial services, higher education and the public sector. SunGard also provides disaster recovery services, managed IT services, information availability consulting services and business continuity management software. With annual revenue exceeding $5 billion, SunGard is ranked 380 on the Fortune 500 and is the largest privately held business software and IT services company. For more information, please visit SunGard at http://www.sungard.com

Trademark Information: SunGard and the SunGard logo are trademarks or registered trademarks of SunGard Data Systems Inc. or its subsidiaries in the U.S. and other countries. All other trade names are trademarks or registered trademarks of their respective holders.

About Saxo Bank

Saxo Bank is an online trading and investment specialist, enabling clients to trade Forex, CFDs, Stocks, Equities, Futures, Options and other derivatives, as well as providing portfolio management via SaxoWebTrader and SaxoTrader, the leading online trading platforms. SaxoTrader is available directly through Saxo Bank or through one of the Bank's global partners. White label is a significant business area for Saxo Bank, and involves customised and branding the Bank's online trading platform for other financial institutions and brokers. Saxo Bank has more than 100 white label partners and boasts thousands of clients in over 180 countries. Saxo Bank is headquartered in Copenhagen with offices in Australia, China, the Czech Republic, France, Greece, Italy, Japan, the Netherlands, Singapore, Spain, Switzerland, UK, and the United Arab Emirates.

SOURCE Saxobank