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September 18/03 8:53 am - Saturn Ends Cycling Sponsorship

Posted by Editoress on 09/18/03

Saturn Ends 12-Year Cycling Sponsorship
Courtesy Saturn

After More Than a Decade on Two Wheels, Saturn Seeks a Change in its Marketing Lineup

DETROIT - (Sept. 17, 2003) - Saturn says goodbye to more than a decade of memories as the longest-running title sponsor of a U.S. based pro bicycling team. As of December 31, 2003, the Saturn Cycling program, which features the 22-member professional men's and women's team, will come to a close.

"Over the past 12 years, we have seen tremendous success with Saturn Cycling," says Christine Rivers, Saturn Sponsorships and Promotions Manager. "We've had the opportunity to interact with consumers around the country who have come out to support our team and the events we have chosen to sponsor. Road cycling has been an ideal showcase for our products and a perfect venue for Saturn retailers who have embraced cycling events in their local communities. We have had the pleasure of working with incredible people, both on the bike and behind the scenes."

The pinnacle of the program - the pro cycling team and more recently the Saturn Cycling Development Team - has been successfully managed by Team Sports, Inc., a Wisconsin-based sports management company run by former pro cyclist Tom Schuler.

"Saturn has meant a great deal to the sport of cycling," says Schuler. "Through the sponsorship decisions Saturn has made over the years, cycling has grown in a positive way, as have the careers of many great up-and-coming athletes."

As is said, all good things must end. But this is really more of a transition - an evolution to the next innovative idea or campaign. "Saturn Cycling has been a model event-marketing program," says Rivers. "Through cycling, we have generated awareness about our robust and exciting lineup of vehicles among potential customers. We've made a positive impact on the sport of cycling and on communities across the country. We wish the very best to those who continue the journey."

And Team Sports plans to do just that. "We do plan to add new marketing partners to this winning cycling platform," added Schuler. "We are actively seeking a company that will benefit from cycling and the healthy lifestyle that our champion athletes represent so well. On behalf of the 120 professional athletes that have proudly worn the Saturn colors and all of us at Team Sports, my gratitude goes out to Saturn and everything they have done for the sport of cycling."


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