Olathe, Kansas-based Garmin International has stepped up as a title sponsor of the Slipstream Sports cycling team, which will be officially renamed “Team Garmin-Chipotle Presented by H30” and will compete in the Tour de France this July.
The tour will give Garmin extensive visibility both in Europe, where Garmin is in a fight for market share with Netherlands-based competitor TomTom, and throughout the world, said Jon Cassat, Garmin’s vice president of communications.
The 21-stage Tour de France is the world’s second-largest spectator event, drawing millions to the roadsides of France and Italy and a daily television audience of 110 million.
“I can’t think of another media event that draws that kind of viewership day after day,” Cassat said.
The Garmin logo will be seen on jerseys and race vehicles during the race, in news coverage, and in photos in newspapers and magazines, Cassat said.
“It’s a significant investment for Garmin that we are convinced is an excellent use of our money,” Cassat said.
Garmin is a global leader in satellite navigation, and Team Garmin will train and race with the Edge 705 GPS-enabled cycling computer and travel with nüvi 770 personal navigation devices. The sponsorship will extend through 2010. The team includes such well-known cyclists as Will Frischkorn, David Millar, Danny Pate, Christian vande Velde, and David Zabriskie.