Road cycling apparel manufacturer Rapha Racing has signed a partnership deal with ASO – owner of Tour de France, Paris-Roubaix, Paris-Nice and Liege-Bastogne-Liege.
The two year deal will Rapha provide marketing and comms advice, as well as producing exclusive product for ASO’s growing number of participation events, linked to major road races.
The news comes shortly after Rapha claimed a place on the latest Sunday Times Virgin Fast Track 100.
Rapha will also design and produce exclusive jerseys for the events and will work with ASO on enhancing the events.
"Rapha makes the finest cycling clothing in the world and ASO produces the best cycling events in the world, so our paths had to cross one day,” commented ASO MD Yann Le Moenner.
“We have long admired the way Rapha connects with road cyclists and we are looking forward to a great partnership that I’m sure will inspire thousands of riders."
Rapha Founder and CEO Simon Mottram, added: "I have been riding the Etape du Tour since 2002, before Rapha was launched. Like many Rapha customers, the Etape remains the pinnacle of our riding season and of the sportive year. To be working with ASO on these events is an amazing privilege."
The 2011 focus will be on the two Etape du Tour events and the new Paris-Roubaix challenge on April 9th 2011, the day before the race.