Italian coffee brand Segafredo has confirmed it will become co-sponsor the Trek Factory Racing team for the next three years during a press conference at the company’s headquarters near Treviso.
Fabian Cancellara, Bauke Mollema and team manager Luca Guercilena were all at the event and showed off the Trek-Segafredo team’s 2016 jersey with the Segafredo logo sitting below the Trek logo on the chest and back of the black and white jersey.
Guercilena said the financial security offered by the arrival of Segafredo will allow the team to strengthen its roster and plan for the future. Cancellara has confirmed that he will retire after the 2016 season and Guercilena has already told Cyclingnews he would be interested in signing Vincenzo Nibali for 2017 and that Tejay van Garderen is also on his radar as a future Grand Tour team leader.
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“The partnership with Segafredo is wonderful news,” Guercilena said. "Since the start of the team two years ago our performance and recruitment plan has revolved around long-term thinking. With Segafredo we have found a partner that shares the same values.”
Segafredo is a division of the Massimo Zanetti Beverage Group, which also owns popular US brand MJB and numerous other brands around the world. It claims to be the largest private coffee company in the world, with a reported turnover of 1.3 billion Euro and 2400 employees.
Massimo Zanetti, founder, chairman, managing director and president of the company, said he has long dreamed of becoming involved in cycling. Segafredo sponsored the Mclaren Formula 1 team in 2015 and the Honda team at the time of Ayrton Senna, as well as Italian soccer and basketball teams. Segafredo was a minor sponsor of Francesco Moser’s Supermercati Brianzoli in 1986 and 1987, but Zanetti is a keen cycling fan and is known to take time off work to see key stages of the Giro d’Italia. Nibali’s win at the 2014 Tour de France apparently convinced him to become a major sponsor.
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