SunGod is a new title sponsor of Canyon dhb.
Performance sports clothing brand dhb will continue their involvement in 2021, after joining forces with Tim Elverson’s British UCI Continental squad in 2018. Canyon will also continue to support the team for a fifth year running.
Eyewear brand SunGod is a new partner for 2021 and will support the team, based in Fleet, Hampshire, which will be known as Canyon dhb SunGod from January 1.
SunGod are a British performance eyewear brand, founded in 2013. With offices in London and Switzerland, an entirely direct to consumer approach meant they have quickly grown to establish themselves as a global challenger brand.
SunGod create exceptional, innovative products that rival larger established names, with a seamless and reassuring online ordering process and unrivaled customer experience.
After seven years of accelerating organic growth, SunGod recently gave their community the opportunity to invest in and own part of SunGod, raising £1.5 million and closing the campaign in just 24 hours.
Soreen have been replaced on the team’s title, however they will continue to support the team for the coming season.
Elverson, owner and sports director…
“It’s great to finally announce our new team name, Canyon dhb SunGod, going forward.
“Canyon has been a key partner since day one and is now stepping into year five with us, bringing with it an exciting new bike which we cannot wait to get our hands on.
“dhb will be entering their fourth year with us, and the continued improvements in the kit which are made through our testing and feedback, has meant we are using market leading products that the team and the dhb customers are benefiting from.
“Finding a third partner in the British brand SunGod, that has a similar business outlook and strategy to development as our current partners, has come as fantastic news. SunGod already has some amazing products but are keen to use the team not only to promote but also test and feedback to them so we can continue to elevate the British eyewear brand to the top echelons.
“Even though we started the 2020 season well with winning the tour of Antalya, getting two further UCI podiums and winning the Holland cup for a second year, as well as having three great partners on board for next year, I’m fully expecting to put 2020 behind us and carry on the tradition of this teams continued improvements into 2021.
“We don’t have any set goals for 2021, only to ensure we are better than 2020, with retention of a lot of the current squad and the addition of some exciting new riders. I feel this will be a natural progression and I think everyone is over 2020 so watch out ‘21, here we come.”
Nick Allen, UK marketing manager for Canyon…
“We are excited that Canyon continues its partnership as title sponsor for UCI Continental team Canyon dhb Sungod for the 2021 season.
“The team have worked hard during a challenging year, still managing some fantastic results and we can’t wait to see them on the new team bikes for the coming year!”
Rob Atkins, brand manager at dhb…
“We are looking forward to a fourth year of our partnership with huge excitement – and no shortage of relief!
“It’s fair to say the 2020 season didn’t quite go to plan, although the lads definitely made their mark in the few races that were possible.
“We know Tim and the whole team are now super motivated to make the most of every opportunity in 2021 and make it a season to remember.
“We share that determination and we are once again proud to be providing kit from our Aeron LAB collection, which the riders have personally tested and helped develop over the past three years.
“And that’s why this partnership is so important. Feedback from these guys ensures we keep creating innovative products for every cyclist, whatever their goal.”
David Rogal, head of partnerships at SunGod…
“We’re incredibly excited to join the team as a part title sponsor and to see the SunGod logo and products on every rider.
“This is both a significant and symbolic step for us following the launch of our new Pace series earlier this year. It’s also important to us that as a British brand we are supporting the top British teams that lead the pelotons both in the UK and on the continent.
“We have always had an obsessive approach to creating better products and the team at Canyon dhb SunGod will be providing invaluable feedback to enable us to keep doing so.”
