After a successful 2016 season, which saw Trek – Segafredo riders collect 22 major wins, coffee company Segafredo announced it will extend its sponsorship through 2020.
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In December 2015, Italy’s second-biggest coffee company perked up the world of pro cycling, announcing a three-year co-sponsorship agreement with the Trek Factory Racing Team. In a written announcement Wednesday, the team announced two additional years of partnership with Segafredo.
“Over the past season coffee and bikes have proven once again to be a very natural combination,” said Joe Vadeboncoeur, vice president of Trek Bicycles. “Both Trek and Segafredo want to be the absolute leaders in our segment, and we are happy to see that spirit mirrored in the riders and staff of Trek – Segafredo.”
Indeed, throughout cycling’s history, many successful teams have been sponsored by coffee-related businesses.
“The first season of Trek-Segafredo brought us exactly what we were aiming for and even more than that. That is why we didn’t hesitate to prolong our collaboration with the team through 2020,” added Massimo Zanetti, President of MZB Group, which owns Segafredo.
Giacomo Nizzolo and Fabian Cancellara (who is now retired) are tied at seven in the U.S.-registered team’s 2016 win tally. Nizzolo won a number of sprinter-friendly stages and races, including Italian national road race championships. Cancellara ended his storied career with a record third Strade Bianche title and a gold medal in the Rio Olympics time trial. For 2017, Trek – Segafredo will have two new stars: Alberto Contador and John Degenkolb.