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EPR Archived News |
Saxo Bank Joins SunGard As Co-Title Sponsor In 2011
Released on: August 18, 2010, 7:23 am It has been announced that Saxobank, the trading and investment specialist, is to become a co-title sponsor with SunGard, one of the world’s leading software and technology services companies. Following the announcement during the Tour de France that SunGard had agreed to become co-title sponsor for the next two years, Bjarne Riis, owner and manager of Riis Cycling A/S, revealed at a press conference in Copenhagen that Saxo Bank will be the other co-title sponsor in 2011. The Team will be called "Saxo Bank-SunGard Professional Cycling Team". Bjarne Riis said: "I am very happy to announce Saxo Bank and SunGard as future partners. With these two companies committed to the team, we have a solid financial foundation for the future. Saxo Bank and SunGard have ensured that the Team can continue its essential role within the world of cycling and will be able to maintain competing at the highest level. With Saxo Bank and SunGard as two strong backers, our future looks very bright. I am grateful for their commitment and I am confident that this will be mutually beneficial to all involved." Based on the prospects presented by the Team for 2011, Saxo Bank has taken a strategic decision to sponsor the Team for one more year. Saxo Bank has sponsored the Team since 2008 but took over as main title sponsor on 1 January 2009. According to the Bank, the sponsorship has already achieved great branding results and increased Saxo Bank’s name recognition around the world. Saxo Bank's decision to continue the sponsorship for yet another year is based on a genuine wish to support the Team but also a commercial decision to further build on the advantages that Saxo Bank believes is extended through this additional commitment to the Team. The new, unnamed sponsor, announced during the Tour de France, was willing to step aside in order for the Team’s new plans to materialize. In a joint statement, Kim Fournais and Lars Seier Christensen, Co-CEOs and co-founders of Saxo Bank, said: "Bjarne Riis has delivered excellent results over the past couple of years and has an impressive plan for 2011.We believe it’s important to recognize an unprecedented opportunity when you see one and therefore, we have decided to continue our sponsorship for one more year. In Saxo Bank, we always aim for the top and we believe Bjarne Riis and his Team can reach that goal next year. While our past collaboration with Bjarne Riis has been fantastic, we also know and trust the new co-title sponsor, SunGard, and that has made this strategic decision an even easier one to make." Brian Robins, chief marketing officer of SunGard, added: "We are pleased to extend our sponsorship of Riis Cycling in 2011 and join Saxo Bank as a co-title sponsor. We share Saxo Bank’s enthusiasm for this project and we are looking forward to renewing our collaboration. The Saxo Bank-SunGard Professional Cycling Team represents a fantastic opportunity to gain visibility for our brand in front of a global audience." About Saxo Bank Media enquiries
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