UCI sponsorship deal hits Rocky Roads

“The International Cycling Union (UCI) today signed an important sponsorship contract with the Belgian company Rocky Roads Network,” the UCI said when they announced their new three-year mountain bike World Cup title sponsorship deal in september 2011.

One forum thread here at Singletrack was titled “Anyone heard of Rocky Roads Network – new UCI World Cup sponsor?” and users were sceptical about the new deal.

It turned out they had a reason to be.

UCI have now announced they’re looking for a new title sponsor from this season onwards, with a press release stating they won’t continue their contract with Rocky Roads – two years prior to when the deal was set to end.

The Rocky Roads website, which was claimed to be visited by more than 200,000 unique visitors a day, has not been updated in three months.

“Discussions are already under way with other parties with a view to different partnership packages including naming rights, on-site visibility and promotional opportunities across the disciplines XCO, DHI and XCE,” the UCI said.

Meanwhile, long-standing presenting sponsor Shimano have committed to sponsor the World Cup for another four years.

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