Automakers and bicycle racing have always been a good mix, and now Nissan has joined Jaguar and Skoda, the Czech manufacturer, as major sponsors and automobile providers in professional cycling.
Nissan North America, Inc. (NNA) has announced an agreement with Lance Armstrong, seven-time winner of the Tour de France and founder of the LIVESTRONG Charitable Foundation, to sponsor his new Team RadioShack team.
The multi-year partnership includes the use of various Nissan products as the official vehicle of the team.
Jaguar is the official sponsor of the new Sky Team based in England. Skoda is the official vehicle of the Tour de France.
Team RadioShack features 25 riders, including Armstrong, from numerous countries. The squad will debut Jan. 17 at the Tour Down Under and will compete in major events throughout the season, including Tour of California in May and the Tour de France in July.
Nissan has a strong presence in the health, wellness and personal fitness arena with its Sports Illustrated College Football and Rodale Fitness partnerships.
The company views the partnership as a way to connect with the more than 21 million cyclists in the United States and the 40 million cycling fans that attended live events around the world in 2009.