Apollo Tyres has signed a new sponsorship deal on behalf of its Vredestein Tyres brand with BEAT Cycling Club, a professional cycling club based in the Netherlands.
New Sponsorship Deal
The new deal is an expansion of an existing tyre supplier arrangement and will see Vredestein Tyres become the official Domain Partner for BEAT Cycling Club, featuring on the team kit of the professional team, the support vehicle fleet and across all official communication platforms. Apollo Tyres and BEAT Cycling Club will also collaborate on the development and testing of future Vredestein bicycle tyres, as well as work on new sustainability and community engagement initiatives.
The partnership gives Apollo Tyres exclusive access to the professional team and riders for content creation and events, as well as a seat on the BEAT Partner Council, which brings together key stakeholders to support and contribute to the goals and growth of BEAT Cycling Club.
Focusing on Sustainability
BEAT Cycling is a professional club that connects professional cycling with a community-driven approach. The club focuses on sustainability and integrates it into every aspect of its operations, starting with eco-friendly travel and recycled materials for equipment and apparel to waste reduction initiatives that minimise environmental impact.
BEAT collaborates with green brands and race organisers to promote sustainability, engaging communities through educational campaigns, clean-up rides and eco-conscious events. Their efforts have recently been recognised with the UCI Sustainability Awards, further cementing BEAT’s commitment to driving positive environmental change within the sport.
“We are proud to strengthen our partnership with Apollo Tyres and the iconic Vredestein brand,” says Geert Broekhuizen, CEO at BEAT Cycling Club. “With over a century of innovation in the European bicycle market, Vredestein is the perfect fit for our club, and we are excited to collaborate on product development to ensure long-term success for both companies.”
Yves Pouliquen, Vice President, Commercial, Europe at Apollo Tyres Ltd Europe, adds: “We are excited to join the BEAT Cycling Club and support them as they strive for success over the coming years. This sponsorship is a key step in raising awareness of the Vredestein brand across Europe and further establishing our presence in the world of professional cycling.”
