Caffeine shampoo brand, Alpecin, has today announced that it will be the ‘Official Shampoo’ partner of the OVO Energy Tour of Britain – which takes place between Sunday 2nd September and Sunday 9th September – where the brand will look to ‘revitalise the hair of the Tour’s riders and fans’.
A long-standing supporter of cycling, Alpecin has further developed its international commitment to competitive cycling by teaming up with Britain’s premier road race ahead of its 15th edition.
Managing Director of Alpecin, Eduard Dörrenberg believes the partnership will help Alpecin achieve its goal of being the global brand for male hair care. He said, “We are delighted to add to our proud tradition of cycling sponsorship and become the official shampoo of the OVO Energy Tour of Britain. The United Kingdom is one of our biggest markets and we believe it acts as the global window for Alpecin.”
SweetSpot CEO Heath Harvey added, “Alpecin is a brand known to cycling fans across the world, so we’re excited that they’ve extended their sponsorship portfolio in the sport by teaming up with the OVO Energy Tour of Britain.”
He continued, “I know their presence at the race will go down extremely well with the Tour’s fanbase, who are extremely brand loyal to those companies who have been long-standing supporters of their favourite sport.”
Since Alpecin’s inception in 1930, it has ‘always held a passion for performance’. This belief has led to a long affiliation with cycling that first started in 1949, when Alpecin offered a post-race scalp massage service on the Tour of Germany. 20 years later Alpecin founded a professional team, Batavus-Alpecin. The team’s founder, Dr Kurt Wolff, is the grandfather of Alpecin’s current Managing Directors.
Today, Alpecin also supports UCI World Team Katusha-Alpecin, whose riders include former OVO Energy Tour of Britain stage winners Britain’s Alex Dowsett and Germany’s Marcel Kittel. Alex Dowsett will race this year. Rising British rider Harry Tanfield will join Katusha-Alpecin, having signed his first UCI WorldTour contract earlier this month.
