“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.