Rabobank Leaves Giant At The Altar: Rabobank Pulls Sponsorship

Days after announcing an agreement in which Giant would hold exclusive rights to marketing Rabobank branded cycling gear as well as picking up the apparel tab for the Rabobank team, Rabobank has announced it will pull its sponsorship from professional cycling in the wake of the doping revelation uncovered in the Lance Armstrong investigation. 

“Great partners”The extension of the existing sponsor contract includes all Rabobank pro cycling teams. These consists of the Rabobank men’s road and cyclocross team, the Rabobank-Giant Off-Road team and, with its Liv/giant women’s brand, the Rabobank women’s team led by Olympic and World Champion Marianne Vos. 

“Rabobank and Giant have been great partners since 2009,” said Giant CEO Tony Lo. “We build bikes that help them win world championships, and their feedback pushes us to develop world-leading technologies. We’re excited to now extend that partnership into apparel.”

Taiwan's largest bicycle maker may be scrambling to fill the void left by one of the peloton's oldest sponsors and one of Giant's best marketing streams for high-end bikes. 

With great partners like these, who needs enemies?

It appears Giant may be stepping up as the title sponsor.