Trek Factory Racing have announced that Italian coffee brand Segafredo has committed to a three-year co-title sponsorship effective from January 1, 2016.
The partnership was officially presented in Treviso, Italy in the presence of Massimo Zanetti, President of the MZB group, Joe Vadeboncoeur, Vice President of Trek Bicycle and Luca Guercilena, General Manager of Trek Factory Racing.
Also present were Classics specialist Fabian Cancellara, the team's Tour de France leader Bauke Mollema, and Italian sprinter Giacomo Nizzolo who showcased the new Trek-Segafredo jersey, which remains true to the team’s identity since the inception of the team in 2014.
Massimo Zanetti: "When I was a child, my father took me to a Giro d’Italia stage. I saw Coppi and Bartali; Coppi with the pink jersey, Bartali with the tricolor jersey of the Italian champion. I was so impressed and fascinated that, from that time on, I always said to myself that sooner or later I would sponsor cycling."
"Today is that day, thanks to Trek, a great team composed of riders from Italy and from all over the world…It is a bit like we are at Segafredo! I really hope we are going to achieve important successes once again as often happened in the past in other sports such as Formula 1, where Segafredo became three times world champion with Rosberg, Lauda and Prost, not to mention the great friend Ayrton Senna who drove his F1 car for a long time with Segafredo on board."
Joe Vadeboncoeur: "Everyone who rides knows that there is nothing in the world that goes better with cycling than coffee. We are thrilled to welcome Segrafredo to the team and are looking forward to racing together in 2016 and beyond."
Luca Guercilena: "The partnership with Segafredo is wonderful news. 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. The importance of this deal and the security it offers will allow us to invest even more in the roster that we have and develop young riders."
Segafredo Zanetti is one of the brands owned by the Massimo Zanetti Beverage Group, a major multinational corporation composed of more than 50 companies that does business on every continent. The Massimo Zanetti Beverage Group is one of the world’s largest coffee producers, with 2.4 million bags of green coffee beans. It is listed at the Milan Stock Exchange.
Massimo Zanetti Beverage Group manages every step of the production cycle of its own coffee, by controlling the entire roasted coffee value chain – from the procurement of the raw material to its roasting, and eventually to the marketing and logistics of the products and their markets – guaranteeing consistent, top-of-the-range quality and service worldwide.
Coffee roasting is an art that requires experience and the ability to satisfy the traditions of every client because each taste is unique and inimitable.
That’s why each product was created for a specific market, with 18 production plants in Italy, Austria, Brazil, Costa Rica, Finland, France, Poland, Singapore, Thailand, The Netherlands, United Kingdom, United States and Vietnam.
That’s why about 30 international brands were created, each a leader in its own area or sector, including Segafredo Zanetti, Boncafé, Brodies, Chase and Sanborn, Chock full o'Nuts, Hills Bros., Kauai, Meira, MJB, Tiktak. Not just coffee brands, but also brands for high-quality regional products such as tea, cocoa, and spices.
To complete the business model, companies pioneer in the production of professional espresso machines and coffee-making equipment for cafés, La San Marco, as well as in the production of fine products such as coffee pods and capsules and espresso coffee makers for office coffee services, Segafredo Zanetti Coffee System.
Thanks to its vision, Massimo Zanetti Beverage Group has created one of the largest international café chains designed to offer the finest coffee, anywhere in the world: from Paris to Tokyo, from Miami to Hong Kong, from Buenos Aires to Abu Dhabi, from New Delhi to New York, from the Caribbean to the Australian Coral Reef.