New Belgium Brewing, maker of Fat Tire Amber Ale, has signed on to become the official beer partner for the USA Pro Cycling Challenge. This seven-day event, in its second year in 2012, starts in Durango, on 20 August and finishes in downtown Denver on 26 August, and features world-class cyclists racing across the Colorado Rockies.
The event’s partnership with New Belgium extends through to 2013 and will bring an additional philanthropic component to the race with an emphasis on bicycle advocacy.
“The USA Pro Cycling Challenge is a great fit for New Belgium,” said New Belgium CEO Kim Jordan. “The race is a powerful showcase for our beautiful state and it allows us to help grow awareness around the cycling issues we all hold dear. We’re excited to see where we can take this in the next few years.”
New Belgium will be the presenting host of each day’s beer garden, a favourite gathering place for spectators and a key component in the fun and entertaining atmosphere of the finish line festivals. As an additional element to New Belgium’s activation, the company will partner with non-profits along the route to raise money and awareness. Proceeds from custom USA Pro Challenge/New Belgium glassware sales at New Belgium viewing parties across the country will benefit cycling and environmental non-profit groups.
“Having the support of a local company that is so well-known throughout the country means a lot to us,” said Shawn Hunter, CEO of the USA Pro Cycling Challenge. “We are very excited to be partnering with such an innovative company and a passionate supporter of our race. New Belgium will be a great addition to the USA Pro Challenge family in 2012.”
Conceived on a bicycle trip through Belgium, the Fort Collins brewery has a long history of bicycle advocacy. The Tour de Fat, a 15-city philanthropic bicycle event, has raised more than US$2 million for bicycle non-profits across the country. The League of American Bicyclists has awarded New Belgium its platinum-level bicycle friendly business award. Additionally, New Belgium awards a cruiser bike to all employees on their one-year anniversary with the company.
