MILAN — Massimo Zanetti Beverage Group, owner of the Italian coffee brand Segafredo, has committed to a two-year co-title partnership of the Trek new women’s road team effective January 1, 2019, making Trek-Segafredo the newest name in the UCI Women’s WorldTour.
Mzb Group’s Ceo Massimo Zanetti stated:
“Since we started sponsoring the men’s team in 2016, I have been so proud to see our brand associated with a great project. Coffee and cycling are a great match, so when Trek decided to launch its own women’s team, we were excited to get on board. Both teams will be called Trek-Segafredo, two strong brands united to chase even more victories, and we are really looking forward to that.”
John Burke, president Trek Bikes said:
“There’s a ton of excitement inside Trek about the new women’s team and about the things we will do differently, so it’s fantastic to have our friends at Segafredo join the cause. We are entering the fourth year of our partnership with the men’s team, and this new project will strengthen the relationship between our two companies even more. Things are changing rapidly for women’s cycling, audiences are growing fast, and the racing is really, really good. I’d like to thank Mr. Zanetti for agreeing to join forces with Trek for this new project. I can’t wait to see what’s in store for our team.”
Trek announced the new team in July, signing former world champion Lizzie Deignan as the team’s first rider. Since then, Deignan has been joined on the roster by Audrey Cordon-Ragot, Lauretta Hanson, Lotta Lepistö, Elisa Longo Borghini, Letizia Paternoster, Anna Plichta, Ellen van Dijk, Abi Van Twisk, Tayler Wiles, Ruth Winder and Trixi Worrack. The team signed Ina Teutenberg and the retiring Giorgia Bronzini as directors.
The team has been referred to as Trek Factory Racing until Friday’s announcement. Now both men’s and women’s teams will share the same branding.
