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Zaxby’s drops cycling team

After two years of partnership, Zaxby's Franchising will not renew its sponsorship of the Zaxby's professional cycling team for the 2002 cycling season the team announced in a press release on Wednesday. The team is currently searching for a new title sponsor. According to the release, Zaxby's Franchising, a franchiser of chicken restaurants in the Southeast, decided to pull all sports sponsorships -- including sponsorships of its ASA racecar driver and several professional golfers -- in order to redirect that money toward television advertising. "Television is really a more

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By VeloNews Interactive

After two years of partnership, Zaxby’s Franchising will not renew its sponsorship of the Zaxby’s professional cycling team for the 2002 cycling season the team announced in a press release on Wednesday. The team is currently searching for a new title sponsor.

According to the release, Zaxby’s Franchising, a franchiser of chicken restaurants in the Southeast, decided to pull all sports sponsorships — including sponsorships of its ASA racecar driver and several professional golfers — in order to redirect that money toward television advertising.

“Television is really a more appropriate advertising medium for the Zaxby’s industry,” said Bob Crittendon, director of marketing for Zaxby’s Franchising.

“The cycling team was a great endeavor and they were great to work with. On a personal level, it’s always hard not to renew sponsorship,” adds Crittendon.

“We have been very happy with Zaxby’s involvement in professional cycling and their sponsorship over the past two years,” said Micah Rice, team manager. “We are disappointed that they will not be joining us for a third season.”