VF Corporation will sponsor the renewed Colorado Classic. The road cycling stage race with a long, bumpy history returns this year with an all-female competition.
VF Corporation is one of the largest apparel, footwear, and accessories companies in the world. The parent company of The North Face and other major outdoor brands, VF Corp will be the first title sponsor in the race’s history. Neither party has released the dollar amount connected to the exclusive 2-year Colorado Classic sponsorship deal.
“Together with VF Corporation and their brands, we are going to help advance equality in women’s pro cycling while empowering women of all ages and abilities to transform their lives — and the world — through sports and business,” Lucy Diaz, COO for RPM Events Group (organizer of the Colorado Classic), told us.
VF Corporation will provide financial and marketing support for the standalone women’s pro cycling race. It appears to be the company’s first major commitment to a state it will soon call home.
“The Colorado Classic is a world-class event that will enable VF and our brands to begin weaving into the fabric of our new home state and its active lifestyle culture,” said Craig Hodges, VF’s vice president of corporate affairs, in the press release.
VF Corporation is moving its global headquarters to Colorado this summer. The Denver office will staff corporate teams for a major brand such as The North Face, JanSport, Eagle Creek, Smartwool, and Altra. VF expects the relocation to bring 800 jobs to Colorado over the next 8 years.
Likewise, Colorado Classic executives are cheering the significance of the sponsorship. Diaz lauded the move by VF Corp.
“There is a natural connection between our cycling event and VF’s outdoor and activity-based brands and the company’s purpose of enabling sustainable and active lifestyles for the betterment of people and our planet,” she said.
Stage races are notoriously tough to fund. A lack of financial backing led to the downfall of former iterations of the men’s and co-ed Colorado Classic.
Even high-profile teams have a tough time raising funds. So the VF Corp title sponsorship for the re-invented all-female stage race makes a bold statement.
The four-stage Colorado Classic is expected to draw top teams and world-class competitors. These include WorldTour race winners, Olympians, national champions, up-and-coming riders, and a collegiate all-star team in partnership with USA Cycling.
The Colorado Classic professional women’s cycling race takes place August 22-25, 2019, around the state.