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Peter Sagan may not hit the podium as often as he used to, but the Slovak is still a winner for the sponsors.
Sagan confirmed this week that he has extended his long partnership with Italian cycling and ski apparel brand Sportful for a further 10 years.
“Sportful is a real family for me and it’s a real pleasure to be one of them for another 10 years,” Sagan wrote alongside a video on Instagram.
“We’ve always been riding together and we’re pretty sure that the next ten years won’t be the last. I’m really proud to announce this and I would like to thank all the Sportful guys that realized this video for and with me. It has been a real pleasure.”
Sportful has supported Sagan’s former team Bora-Hansgrohe since 2017 and will be joining the triple world champ in his move to TotalEnergies in 2022. Sagan’s long-time bike partner Specialized also makes the jump to the French team.
Sagan’s huge trophy cabinet, quirky character, and swaggering style make him a favorite for brands looking for a marketable face. He also has links with 100% sunglasses and Osmo hydration products and puts his name on signature-range shoes, shades, and more.
The new decade-long contract with Sportful will see 31-year-old Sagan bringing his huge influence to the brand far after his life inside the peloton.
“The relationship with Peter has always been above all on a human level rather than just a professional one. Linking with him is an important but completely natural step for anyone who knows what kind of relationship Peter has with the company – both with ownership and with the employees,” Sportful chief Dario Cremonese told the media.
“It is always a pleasure to welcome him among us and to know that we will be able to do so for the next 10 years – along with many other initiatives we have in store – it is a pride and a privilege.”