Under the new name Wiv SunGod, the UCI Continental team has two headline partners for the 2022 season. New sponsor Oslo-based WiV Technology is a financial technology company that aims to revolutionise the fine-wine industry by using Non Fungible Tokens (NFTs) to offer wine as an investment product in the same way that other asset classes are traded at traditional financial markets. Its novel, transparent and efficient wine ecosystem combines NFTs and blockchain services to facilitate the acquisition of fine wine. Customers who invest in wine from WiV Technology are assured of provenance, classification and ownership tracking, secure storage and transparent trading. Through its headline partnership with WiV SunGod, the company aims to raise awareness and knowledge of how NFT-based technologies can deliver real-world value and benefit to the wine industry.
In addition, leading British performance eyewear brand, SunGod, has increased its investment into the team. The British performance brand, which entered into the cycling scene in 2020 with their new Pace range, are now a regular sight across UK and European pelotons. SunGod has won-over thousands of British cyclists in the last year alone with their high performance, aesthetically modern eyewear and unique 1-day online design & delivery process.
“See Better” is SunGod’s core motto, and increasing their investment into the top end of UK racing is a key part of their ongoing support of the UK cycling industry. The company works alongside numerous charitable organisations, including the Deptford-based “The Bike Project”, who help migrants and asylum seekers get access and safely use bicycles as a form of transport. The company is also a member of 1% for the planet, champions recycled and recyclable materials across their products and packaging and due to achieve BCorp certification in 2022.
WiV SunGod, who won both the sprinters and climbers jerseys in the Tour of Britain last year against World Tour teams have regularly competed and won at the top of the British and European cycling scene for the last few years.
Tommy Nordam Jensen, CEO WiV Technology …
“We are incredibly excited to join the team as the title sponsor together with SunGod and look forward to seeing our logo fighting for glory in races this year. Cycling and wine have a strong history together and we believe in the ethos of team work, positivity and a winning culture that is part of the competitive cycling environment. We are sponsoring the WiV SunGod team because we believe this area to be one of the most undervalued investments in sport today which will provide us with a great opportunity to get our name recognised globally.”
David Rogal Head of Partnerships at SunGod …
“Seeing what the team was able to achieve in 2021, which was an incredibly challenging year, was amazing. It’s important to us to be a central part in helping these riders, and in turn the British cycling industry, be better and push further than they have before. The talent and drive in this team is incredible and we feel more confident than ever that they are on the brink of something very special.”
Tim Elverson, Team Principal of WiV SunGod …
“We are thrilled that financial technology company WiV Technology has become a title partner for 2022. The publicity and growing popularity surrounding NFTs and blockchain will certainly help to raise awareness and visibility of the team and of the excitement of cycle racing at UCI Continental level.”
