Selle Italia has announced a two-year sponsorship agreement with German athlete Patrick Lange.
It will support him on a technical and sporting level, and its research and development team will also work side by side with him to design a new saddle.
The company already has several sponsorships and partnerships in various cycling disciplines, such as road cycling, off road cycling and fixed gear crit racing.
Lange said: “Seat comfort and performance go hand-in-hand. I am thrilled to team up with an iconic brand such as Selle Italia.
“Selle will support my quest for even faster bike splits and better aerodynamics. I feel very honoured to be a part of this global player in the industry.”
Giuseppe Bigolin, CEO and owner of the Asolo-based brand, said: "This is an important new phase for Selle Italia and its history.
“Sponsoring an athlete like Patrick Lange is an amazing opportunity for Selle Italia, opening the doors into the world of triathlon, allowing us to input our know-how in this fast-growing sport.
“At the same time, we are delighted to work with Patrick in developing new projects and opportunities to write important new chapters in the history of the sport.”