By VeloNews.com
Christian Meier is a pro cyclist for Orica-GreenEdge and owner, along with his wife Amber, of the La Fabrica coffee shop in Girona, Spain. He is but one chapter in a long, storied relationship between coffee and pro cycling, the latest of which was announced Wednesday.
Trek confirmed that Italian coffee giant Segafredo will come on as co-sponsor of the team in 2016.
Segafredo is not the first coffee sponsorship, and it won’t be the last. There was Faema, the Italian coffee brand that sponsored Eddy Merckx; Café de Colombia, which won the Vuelta a Espana with Luis Herrera in 1987; Jittery Joe’s, a long-running team on the U.S. circuit; and who could forget Saeco and its lion king, Mario Cipollini.
