Columbia Sportswear Co. first ever sponsorship of a Tour de France team is the most expensive ever undertaken by the company, but it is paying off, according to CEO and President Tim Boyle.
“None of us could have imagined the overwhelming flood of positive publicity Team Columbia has generated around the world for the Columbia brand,” Boyle told Wall Street analysts last week. “Team Columbia has given our brand an immeasurable boost, not only in the US, but especially where we need it most right now — in Europe.
“Through today, Team Columbia has claimed five stage victories, the most by any team so far in this year’s tour. The excitement about Team Columbia has extended well beyond Europe. By our latest count, over the last three weeks alone, over 10,000 articles in roughly 80 countries have featured the successes of Team Columbia. Not included in those numbers are the thousands of conversations in the blogosphere that weve been able to glimpse, but not to track numerically.
“Weve also received a huge number of calls and emails asking about the availability of Team Columbia apparel. In response to that interest, we are working to have an assortment of off-bike styles in stores, beginning in November.”
