HTC cycling sponsorship deal

Smartphone manufacturer HTC has announced a three-year sponsorship agreement with cycling outfit Team Columbia-Highroad which begins with the Tour de France on July 4.

Columbia-Highroad has been known over the past two years as the team with the most victories in professional cycling. It will now compete as “Team Columbia-HTC”.

HTC Corporation chief executive Peter Chou said: “The HTC High Road Sports partnership is a great match of like minded organizations driven by innovation, excellence and competitiveness and we are excited about the opportunity to communicate HTC’s brand value through the great sport of cycling. HTC’s sponsorship of Team Columbia-HTC is one step in HTC’s commitment to increasing its global brand value and recognition.”
 
The three-year sponsorship agreement runs through 2011 includes both Columbia men’s and women’s professional cycling teams, which have won more than 80 races in total this year.