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SPONSORING: High Road Sports and HTC announced "Team Columbia-HTC" Cycling Partnership
Posted by Arne Hess - on Wednesday, 01.07.09 - 14:21:45 CET under 01 - General News - Viewed 15387x
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With its recent announcement, HTC take its brand-building efforts on a new level. On Monday, High Road Sports, Inc., the owner of the professional cycling team Team Columbia-Highroad (formerly known as Team Telekom and Team T-Mobile) and HTC Corporation announced a three-year sponsorship agreement that prominently places the HTC brand at the starting line of the 2009 Tour de France on July 4 in Monaco. The team currently called Columbia-Highroad, and known in 2008 and 2009 as the team with the most victories in professional cycling, will compete as "Team Columbia-HTC" and will present the new team uniform in Monaco on July 3, the day before the start of the 96th Tour de France.

"High Road Sports is elated to be partnering with HTC, a recognized leader and growing global brand in mobile phones," said Bob Stapleton, Owner, Team Columbia-HTC. "Team Columbia-HTC is now sponsored by two leading companies in their related industries and we are ready to show the growing power of our partnership at this years Tour de France.

"The HTC High Road Sports partnership is a great match of like minded organizations driven by innovation, excellence and competitiveness and we are excited about the opportunity to communicate HTCs brand value through the great sport of cycling," said Peter Chou, chief executive officer, HTC Corporation. "HTCs sponsorship of Team Columbia-HTC is one step in HTCs commitment to increasing its global brand value and recognition."

Recognized in Business Weeks 2009 InfoTech 100 as the 13th best-performing tech company in the world, HTC focuses on putting people at the centre by making their phones work in a more simple and natural way. This drives HTCs choice of partners, product creations and platforms. HTCs global team of designers, researchers and engineers quietly listen and observe people with their phones and in life so they can better understand and anticipate peoples needs to create a more personalized experience. This is central to HTCs culture, spanning across its more than 9,000 employees worldwide.

The three-year sponsorship agreement runs through 2011 and includes both the mens and womens professional cycling teams, which are top ranked worldwide and have won over 80 races combined in 2009 – the most wins of any competing team.

Now let's hope it will be a doping-free success for HTC after T-Mobile faced so many doping scandals with the forerunner team.

Cheers ~ Arne

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