New Belgium Ramps Up for the USA Pro Cycling Challenge as Official Beer Sponsor

With the Tour of California done and dusted, it’s about time to start looking forward to the USA Pro Cycling Challenge. And, what better way to do that than crack a bottle in tribute to New Belgium’s suds support (we’re particularly fond of their Belgo IPA at the moment) and take a seat and let Bobke and Paul Sherwen introduce you to this year’s route.


And, for the adventurous, crack another and re-visit New Belgium’s classic “I’m on a Bike” spoof.

Source: New Belgium
New Belgium Brewing Named Official Beer Partner for USA Pro Cycling Challenge
Fort Collins Brewer of Fat Tire to Tie Philanthropy into Sponsorship

FORT COLLINS, COLO. — 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, starting in Durango, Aug. 20, and finishing in downtown Denver on Aug. 26, features world-class cyclists racing across the Colorado Rockies. The event’s partnership with New Belgium extends through 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 favorite 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-profits.

“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 $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.

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