Organizers of the 2019 Colorado Classic (August 22-25) announced that VF Corporation will be the first title sponsor in the race’s history. The exclusive title sponsorship by VF is a two-year commitment that provides financial and marketing support for the stand-alone women’s pro cycling race.
VF Corporation’s brands include Vans, The North Face, Timberland, Dickies and Smartwool.
“There is a natural connection between our cycling event and VF’s outdoor and activity-based brands and the company’s purpose of enabling sustainable and active lifestyles for the betterment of people and our planet,” said Lucy Diaz, chief operating officer for RPM Events Group, the organizer of the Colorado Classic. “We are proud to partner with VF and its portfolio of brands; we know they will activate this sponsorship in ways that bring their purpose-led commitment to life. We are very excited about teaming with this soon-to-be Colorado-based company for our 2019 event.”
Six months ago, VF announced that it was moving its global headquarters to lower downtown in Denver later this year. The Denver office will be home to certain VF leadership and its The North Face, JanSport, Eagle Creek, Smartwool and Altra brands. The Fortune 250 company expects to bring 800 jobs to Denver over the next eight years.
“VF isn’t just moving to Colorado, we want to be part of Colorado,” said Craig Hodges, VF’s vice president of corporate affairs. “The Colorado Classic is a world-class event that will enable VF and our brands to begin weaving into the fabric of our new home state and its active lifestyle culture.”
“By moving its home to Colorado and now sponsoring the Colorado Classic, VF Corporation is making a major contribution to our outdoor recreation economy,” said Colorado Governor Jared Polis. “Their sponsorship will help make the race more sustainable, spark additional partnerships and foster access, inclusion and diversity so that everyone can enjoy the race and benefit from our state’s spectacular outdoors and unbeatable quality of life.”
The Colorado Classic presented by VF Corporation will draw top teams and world-class competitors including WorldTour race winners, Olympians, national champions and up-and-coming stars for the four-stage race. Riders at this year’s Colorado Classic can now earn significant UCI points for their country’s Olympic qualification because of the race’s recent UCI 2.1 designation. In addition, this year’s race will feature a National Collegiate All-Star Team that is being created in partnership with USA Cycling.
“The mission of the Colorado Classic perfectly aligns with our focus on gender equity and the empowerment of women and girls of all ages through active lifestyles and sport,” said Hodges. “We’re proud to help showcase and celebrate the amazing women athletes who inspire others with their actions and achievements.”
Launched in 2017, the Colorado Classic was the first major cycling race in the USA to go without podium hostesses, opting instead for cycling legends as presenters. In its second year, the women’s race expanded to four stages with routes that were similar in length and difficulty to the men’s. In its third year, the race became a stand-alone women’s stage race; foregoing the men’s race while providing financial support for the women’s teams, including one of the richest prize purses. Additionally, the 2019 race will also put women racing on a global TV stage with live streaming coverage each day, syndicated around the world.
Image courtesy Colorado Classic
