Madison has today told BikeBIz it will sponsor the National Road Race Championships live coverage on Eurosport.
As announced by British Cycling earlier this week, the race taking place on Sunday 27 June in Pendle, Lancashire, will be broadcast live for the first time in its history and will see the likes of Millar, Cavendish and British members of Team Sky battling it out with current champ, Kristian House of Rapha Condor Sharp for the coveted jersey.
Several of the riders and teams racing this weekend are supported by Madison, through the brands in its portfolio such as, Shimano, Cervélo, Giro, Bell, PRO, San Marco and Elite, it therefore also makes sense to promote the business behind the brands that will help make this weekend such an exciting race.
The distributor hopes visibility for Madison at the National Road Race Championships will go a long way to promoting the brands in its portfolio and supporting the UK race scene, but will also allow consumers to become more familiar with the company.
With the consumer website Madison.co.uk being advertised on the motorbike TV crews, helicopters and commercial break bumpers during transmission, consumers will also find a place with comprehensive information on over 15,000 products, news, sponsored riders and our now fully live community area which boasts a forum, news, activity centres, blogs, competitions and a free-to-post classifieds section.
Commenting on the deal, chief executive Dominic Langan said, “Madison is the name behind many of the great road race brands in the UK and has been for many years and we thought it would be cool to promote that fact. The National Road Race Championship presented the opportunity to deliver that objective and I’m looking forward to watching the event.”
The live broadcast will be on British Eurosport 2 from 3pm until 5:45pm on Sunday 27 June with the Men’s race also available to watch live online on the Eurosport Player. British Eurosport is available on Sky channel 410 and Virgin Media channel 521. British Eurosport 2 is available on Sky channel 411 and Virgin Media channel 525. To watch the men’s race online go to www.eurosportplayer.co.uk.