North America's cycling festival Sea Otter Classic has a new title sponsor - automobile brand Volkswagen.
The event, taking place from April 19th to 22nd at Laguna Seca Recreation Area near Monterey, California, is now officially titled the Volkswagen Sea Otter Classic Powered by SRAM.
Volkswagen has recently been active in the cycle world, partnering with US national cycling advocacy group Bikes Belong to support the development of bike-friendly communities. Bikes Belong is one of three US advocacy groups intending to merge.
"It's an incredible opportunity for Sea Otter to welcome one of the most recognisable brands in the world to the event," said president and CEO of Sea Otter Classic Frank Yohannan.
"This partnership speaks volumes about Volkswagen's commitment to our sport and the culture of cycling. And as a corporate leader in promoting safe cycling, Volkswagen is the perfect partner for Sea Otter racers, riders, and fans."
The famous festival is also introducing cyclocross racing, an expanded kids riding area, an invitational downhill skateboarding exhibition and 'enhanced outreach' for female cyclists at this year's show.
Jonathan Browning, president and CEO of Volkswagen Group of America, added: "Sea Otter provides us with the perfect partnership to expand on our commitment to environmental sustainability that goes beyond fuel-efficient vehicles. We're proud to support this world-class event that spreads the passion for cycling from children to adults."
Volkswagen's support of cycling is part of the Think Blue initiative – covering the company's efforts to promote eco-friendly mobility and encourage environmentally conscious behaviour.