Three-year deal to provide an ongoing platform for the future of cycling and inspire the next
generation of riders.
Black Sheep, the Aussie cycling apparel brand founded in 2014, is proud to announce it will be the official apparel sponsor of the Tour de l’Avenir – the Under-23 version of the Tour de France – for the next three years. This groundbreaking partnership will begin with the 2022 event set to happen across France, August 18-28.
The three-year partnership is part of Black Sheep’s wider strategy to provide the next generation of cycling talent a pathway to the professional peloton. When it comes to sponsorships, Black Sheep has always been about more than just slapping a logo on a shirt and leaving it at that. All its partnerships – including its support of two domestic Australian teams and one Belgian team – are dedicated to ensuring future generations get the opportunity to race at the top level.
The Tour de l’Avenir, which began in 1961 as an amatuer-only version of the Tour de France, is now the pinnacle Under-23 event on the international cycling calendar in which six selected riders represent their country of origin. The roll of honour for the event reads like a who’s who of cycling with Greg LeMond, Nairo Quintana, Egan Bernal and current Tour de France champion, Tadej Pogačar, all past winners of the Tour de l’Avenir.
Similar to the Tour de France, the ‘Tour of the Future’ awards four jerseys at the end of each stage. The Yellow Jersey (General Classification Leader); Polka Dot Jersey (Best Climber); White Jersey (Best U-20 Rider); and Green Jersey (Best Sprinter). All jerseys will be made and supplied by Black Sheep. A special commemorative collection will also be launched for each year of Black Sheep’s sponsorship of the event.
JOHN POLSON | FOUNDER, BLACK SHEEP: “Our partnership with the Tour de l’Avenir is a
significant milestone in our investment in the future generations of cycling. Helping to uncover
the next LeMond or Bernal, and one day the Van Vleutens and Vos’ too. From the women’s and
men’s peloton around the world, to the enthusiasts at home on their trainer, Black Sheep is
dedicated to making a difference in the lives of all cyclists around the world. This is becoming far
more than a statement. We are achieving real and measurable impact.”
PHILIPPE COLLIOU, DIRECTOR OF THE TOUR DE L’AVENIR: “We are very happy to
welcome Black Sheep as a partner and supplier of the leaders’ jerseys for the next three
editions of the Tour de l’Avenir. This young and dynamic Australian brand will provide high
quality textile equipment for the leading riders and, in parallel, will market a Tour de l’Avenir
textile line for all cyclists and supporters of the race. Welcome to Black Sheep in the great and
beautiful history of the event.
About Black Sheep
Black Sheep was born out of a desire to do things differently. To make cycling apparel that reflected who we were as people. To celebrate the sport we loved. And unite the community that surrounded it. Our mission is to inspire our flock and be innovative with what they wear. We are dedicated to being different. But united for the sport we love. And have a bloody blast doing it. Because, let’s be honest, a sense of freedom and fun is why we started cycling in the first place
Link for the book : BSC_BrandBook_May20