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
doping scandals with the forerunner team.
Cheers ~ Arne