The Trek-Segafredo sponsorship seemed like a perfect marriage between two important global brands at the presentation in Treviso on Thursday.
The US-registered team and the global coffee company share the same red, white and black brand colours, and both Trek and Massimo Zanetti’s holding company - which owns Segafredo and several other coffee brands, each started as family businesses.
Trek started in a barn in Waterloo, Wisconsin, while Massimo Zanetti, now 67, took over the family-owned coffee roasting business in Treviso in the early 70s. Via a series of takeovers, tie-ups and franchises, the company has grown to become one of the biggest in the world, producing 92,000 tonnes of coffee a year, with a turnover of 1.3 billion Euro. 35 per cent of the company was recently floated on the Milan stock market in 2015, raising over 200 million Euro and valuing the company at close to 540 million Euro ($615 million).
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Zanetti proudly announced the Segafredo cycling sponsorship during a meeting with global brand managers. Many are cyclists and welcomed the news, pushing to pose for selfies with Fabian Cancellara and the new jersey. Segafredo is the first major Italian company to sponsor a cycling team for several years, with many in Italian cycling hoping it will open the door to other new sponsors after years of crisis.
“I’ve been lucky in life. Now I hope to give some good luck to the Trek-Segafredo team,” Zanetti said during the presentation. “I’m a man of sport. My father taught us all to love sport and practiced a lot of sport. I live in the province of Treviso, where highest number of people in Italy ride bikes.”
Zanetti confirmed to Cyclingnews that the brand will remain a co-title sponsor with team owners Trek for the next three years, with an option for a further two years. The arrival of Segafredo will boost the team’s budget by between 30 and 40 per cent, and allow the signing of a Grand Tour team leader and perhaps a Classics contender to replace Fabian Cancellara. Both Peter Sagan and Greg Van Avermaet could be available for 2017.
- See also: Segafredo joins Trek Factory Racing as co-title sponsor
- Segafredo deal will allow Trek to fill hole left by Cancellara's retirement in 2017
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