Cycling set to surge with unique alliance
Australia’s key cycling organisations have formed an alliance with Subaru to promote the sport nationwide.
Cycling Australia, AustCycle and the Amy Gillett Foundation will work together with the All-Wheel Drive car company to build grass root level involvement in all facets of the sport and push the key message of safety – something close to Subaru’s heart.
Subaru will also become a partner with Australia’s new cycling team, GreenEDGE, tying the elite road team into the promotion of the sport together with the other umbrella organisations.
The agreement underpins cycling at a time when it is growing in popularity, funding valuable media coverage through its major broadcaster, SBS.
For the first time thanks to Subaru, SBS will air live coverage of the elite men's road race at the 2012 Mars Cycling Australia Road National Championships in Buninyong on January 8, and the Subaru Cycling Australia Track National Championships in Adelaide on January 28 and 29.
The agreement will also see expanded coverage of the Subaru BMX Australia National Championships and the Subaru Australian Mountain Bike Championships.
“From the elite cyclists of GreenEDGE to the kids involved through AustCycle, we are excited about promoting a message that safe cycling is fun,” said Subaru Australia General Manager Marketing, Andrew Caie.
“We believe that cycling has a huge potential across the country and we want to assist and be a part of that development while pushing a key message of safety.
“That’s why we are delighted to be working with the Amy Gillett Foundation as well as AustCycle, the lifeblood of the sport relies on safety, getting people, particularly kids, on their bikes and enjoying it.
“Cycling Australia also has a major role in all aspects of the sport – from BMX to mountain bikes, from track to the road - and Subaru will work with them to build the profile of the sport at the elite end nationally, by ensuring that its key events are telecast and well promoted for more people to enjoy the spectacle.
“With GreenEDGE we have a team that can capture the imagination of Australians as they take on the best in the world. The team will have a huge influence in getting young people connected to the sport and out on their bikes to emulate their cycling heroes.
“Helping to grow safe participation in cycling is the core of the alliance. By finding this common goal, we’ve formed a common bond. I think it is a unique partnership in sport.
“As a company we’re in this for the long run as we know a lot of Subaru customers love to cycle and a lot of it is on roads, that we as a car company, are committed to safe use of by everyone.”
Statement from Cycling Australia CEO, Graham Fredericks
"Subaru will assist our various disciplines of cycling to a wider audience and help us showcase the amazing talent we have in this country. This agreement allows us to bring our international stars into Australian homes whilst developing the profile of our emerging talent racing in our elite domestic events.”
Statement from Amy Gillett Foundation CEO, Tracey Gaudry
“The Amy Gillett Foundation is excited that Subaru will be recognised as a major partner supporting shared respect and safety on-and-off our roads into the future.
“Subaru’s DNA of delivering some of the world’s safest vehicles as evidenced by its 5 star ANCAP safety rating provides the perfect synergy for the Foundation as we actively pursue our mission of safe bicycling for all Australians and our vision of zero bike related fatalities.”
Statement from GreenEDGE General Manager, Shayne Bannan
“For GreenEDGE this partnership is extremely valuable on several levels. With Subaru, we’ll have access to the perfect vehicles for all our different purposes and demanding tasks throughout the season. Also, and just as importantly, we’ll be part of great initiative promoting sustainability, safety and the joy of riding bikes. It’s great to see a big, international brand like Subaru support such a valuable cause and we are very happy to be a part of it too.”