Cycle Team Appoints Agency To Generate Sponsors
Madison, the UK cycle part and accessory distributor, has appointed sport and entertainment agency Generate to help secure new sponsors and commercial partners for its new professional cycling team, Madison Genesis.
Launched in 2013, Madison Genesis has quickly established itself as an elite road racing team and, according to Generate, have a long term strategy to establish themselves as a commercially viable outfit, promoting UK cycling talent in the process.
Cycling finds its in a strong and lucrative position in the UK, with 11.3 million people now cycling, an estimated three million people turning out to see the Tour de France wind its way through Yorkshire, and – according to the agency – more money is now spent on cycling per capita than any other sport.
Generate will work with Madison Genesis to provide insight into possible commercial partnership opportunities and secure sponsorship as the team looks to build on the short term success they have already experienced.
Dominic Langan, CEO at Madison, said: ‘We are thrilled to have Generate on board to help us take the next step in our ambition to become the UK’s most successful and well known domestic cycling team. We are looking forward to seeing how they can shape our commercial and partnerships proposition and further capitalise on our future plans for the team.’
‘We are thoroughly looking forward to exploring new opportunities with likeminded brands at an incredibly exciting time for the sport.’
Andy Muggleton, co-founder & commercial director at Generate, added: ‘We are delighted Madison Genesis have chosen us to drive their commercial and sponsorship activities forward. It was clear right from the start the professional approach they take both on and off the bike, coupled with an exciting and strategic long term plan, there is no doubt they have all the ingredients for success.’
‘At Generate we share the country’s passion for cycling and we can’t wait to get started on what promises to be a fantastic project to help Madison Genesis fulfil its enormous potential.’
