In a significant boost for women’s domestic road racing, just a day after the news of Lifeplus-Wahoo’s closure, the UCI Continental team Finish Line Racing (who currently race as Pro-Noctis – 200 Degrees Coffee -Hargreaves Contracting Ltd) has announced a major sponsorship deal with Irish packaging giant Smurfit Westrock. Starting January 1, 2025, the team will compete under the new name Smurfit Westrock Cycling Team, following a three-year title sponsorship agreement.
The announcement comes just three weeks after the current title sponsor, Pro-Noctis, confirmed it would end its sponsorship of the team at the end of the season after backing them for four seasons. The news had left the team’s future uncertain, with many wondering if they could continue at the same competitive level.
Team manager Rick Lister had told Cycling Weekly about the precarious situation: “We’re looking to keep going. We can do three things: either we stay [a] UCI [team], which is pretty much impossible without the budget, take a step back down to club level, which we can do on a lower budget, or we wind it up for a year and aim to restart again in 2026, which isn’t the ideal scenario – you lose all your riders, and you’ve got to start from scratch again.”
2024 Lloyds Bank Tour of Britain Women – Stage 1: Welshpool to Llandudno, Wales – Team Presentation for Pro-Noctis-200° Coffee-Hargreaves Contracting. Image: Alex Whitehead/SWpix.com
The new deal with Smurfit Westrock will not only allow the team to remain as a UCI Continental squad but also provide an increased budget and an expanded race programme. The partnership is a lifeline for the team, ensuring their continued presence.
Lister revealed to The British Continental the unconventional way the deal came about. After sending out hundreds of emails last month, he spotted the logo of Smurfit Westrock’s parent company, Smurfit Kappa, on a wagon and recognised the name. He found the CEO’s contact details and reached out. The CEO passed the email on to Smurfit Westrock, and within a week, the deal was sealed.
“I often jot names of companies down when I see them on lorry’s when travelling around, finally it paid off,” Lister told us.
In a press released, Lister said: “This sponsorship will not only provide our athletes with more opportunities to progress through an expanded international race calendar, but it will also secure our operations for the next three years. The improved calendar will also help attract riders with international results, enhancing the team’s competitive edge.”
Smurfit Westrock, headquartered in Dublin, is a global leader in sustainable packaging solutions, with operations spanning six continents and 40 countries, and employing over 100,000 people.
In a significant boost for women’s domestic road racing, just a day after the news of Lifeplus-Wahoo’s closure, the UCI Continental team Finish Line Racing (who currently race as Pro-Noctis – 200 Degrees Coffee -Hargreaves Contracting Ltd) has announced a major sponsorship deal with Irish packaging giant Smurfit Westrock. Starting January 1, 2025, the team will compete under the new name Smurfit Westrock Cycling Team, following a three-year title sponsorship agreement.
The announcement comes just three weeks after the current title sponsor, Pro-Noctis, confirmed it would end its sponsorship of the team at the end of the season after backing them for four seasons. The news had left the team’s future uncertain, with many wondering if they could continue at the same competitive level.
Team manager Rick Lister had told Cycling Weekly about the precarious situation: “We’re looking to keep going. We can do three things: either we stay [a] UCI [team], which is pretty much impossible without the budget, take a step back down to club level, which we can do on a lower budget, or we wind it up for a year and aim to restart again in 2026, which isn’t the ideal scenario – you lose all your riders, and you’ve got to start from scratch again.”
The new deal with Smurfit Westrock will not only allow the team to remain as a UCI Continental squad but also provide an increased budget and an expanded race programme. The partnership is a lifeline for the team, ensuring their continued presence.
Lister revealed to The British Continental the unconventional way the deal came about. After sending out hundreds of emails last month, he spotted the logo of Smurfit Westrock’s parent company, Smurfit Kappa, on a wagon and recognised the name. He found the CEO’s contact details and reached out. The CEO passed the email on to Smurfit Westrock, and within a week, the deal was sealed.
“I often jot names of companies down when I see them on lorry’s when travelling around, finally it paid off,” Lister told us.
In a press released, Lister said: “This sponsorship will not only provide our athletes with more opportunities to progress through an expanded international race calendar, but it will also secure our operations for the next three years. The improved calendar will also help attract riders with international results, enhancing the team’s competitive edge.”
Smurfit Westrock, headquartered in Dublin, is a global leader in sustainable packaging solutions, with operations spanning six continents and 40 countries, and employing over 100,000 people.
Featured image: SWpix.com
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