Omega Pharma prepared to remain a sponsor in cycling
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Saturday, April 30, 2011

Omega Pharma prepared to remain a sponsor in cycling

by Steve Jones at 1:21 PM EST   comments
Categories: Pro Cycling
Split from Lotto doesn't phase Belgian Pharmaceutical company

Philippe GilbertThe day after news broke that Lotto will be splitting off their partnership with Omega Pharma at the end of the 2011 season, the Belgian Pharmaceutical company has confirmed they will continue on in the sport of cycling.  They were admittedly surprised by Lotto's decision, but are nevertheless ready to write the next chapter in the company's involvement with top-level cycling.

"In recent years, the common objectives, both ethically and in sports, both nationally and internationally, have been more than achieved," the company said in a release.  "Omega Pharma-Lotto was a nice project, and we are proud of the collaboration.

"We must, however, respect the decision of Lotto to take another path, and sincerely wish them luck in their future sponsorships," it continued.

Omega-Pharma explained that through its subsidiary, the Belgian Cycling Company (BCC), its sponsorship the sport has proven to be a major assett to company's communication strategy both nationaly and internationally, warranting its continued presence in cycling.

"Omega Pharma has enthusiastically decided to continue with the cycling project," they explained, "not as a rivalry with the existing or new cycling team, but out of respect for the directors, team managers, staff and riders of BCC, and passion for the wonderful sport of cycling, which fits perfectly in Omega Pharma's communication strategy."

The news will certainly be welcome for the many staff members and riders on the team, but also in the bigger picture of the sport, since this will mean the birth of a new team and more opportunities for professionals next year.

The Pharmaceutical company said they aren't concerned about making up the yearly 4.5 million euro contribution made by Lotto, and confirmed they had been approached repeatedly by parties that would like to be involved with the team.  Now they plan to follow up with those communications since the circumstances have changed.

Lotto and Omega Pharma have been sponsors of the same team since 2005.  First using the name of the company’s multivitamin brand Davitamon.  Then, in 2007, the brand was switched to Omega’s pregnancy test Predictor for a year, until changing once again to its anti-snoring spray Silence.  In 2009 the company elected to use its corporate name, and the team has since been known as Omega Pharma-Lotto.


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