Transitions Optical has announced its sponsorship of Team Garmin-Slipstream in 2010. The elite professional cycling team will become Team Garmin-Transitions. The partnership will provide Transitions Optical with the opportunity to create visibility for everyday Transitions lenses and Transitions SOLFX sunwear.
Over the coming months, this co-title sponsorship will see Transitions Optical launching an extensive marketing campaign in Europe, the Middle-East and Africa, featuring Team Garmin-Transitions and including TV advertising and PR. 'We are thrilled to be associated with such a talented and ethical team that has received so much recognition for their success', said Lindsay Brown, General Manager, Transitions Optical EMEA.
Team Garmin-Transitions will be competing in a full schedule of professional cycling including the Tour de France and the Tour of Britain. The Garmin-Transitions riders will wear Transitions’ most advanced photochromic lens technology as they race and train around the globe in various lighting conditions.
'Cycling represents one of the best values in the arena of international professional sports and is undergoing a huge surge in popularity, becoming the second favourite recreational activity in the world. The recent developments on rental bike programmes in Europe’s big cities are the proof of this new boom', said Matt Dorling, Business Director Northern Europe, Transitions Optical.
Jonathan Vaughters, CEO of Slipstream Sports, the sports management organisation that owns the team said, 'Our riders are constantly going through different light conditions while training and racing. If we can enhance their visual performance, it will give us a big advantage on the road. We are delighted to partner with Transitions Optical and experience their cutting-edge technology. Like the team, Transitions is driven by innovation and a commitment to excellence. We are thrilled to work with them.'