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Merida Steps Up Pro Cycling Presence

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MANAMA, Bahrein – Merida announced it will be the equipment sponsor of the newly formed ‘Bahrein Merida Pro Cycling Team’, which includes Vincenzo Nibali, as of 1 January 2017.

Merida Steps Up Pro Cycling Presence
“Merida has shown great progress over the years by constantly pushing the envelope of what is technically possible,” says William Jeng, Senior Vice President Merida. – Photo Bike Europe

“As a global manufacturer of bicycles we are looking forward to developing these new and exciting markets and are eager to support the ambitions of Bahrain to bring the healthy sport of cycling to its people‘, says William Jeng, Senior Vice President Merida Industry Co., Ltd.

In 2013 Merida entered into the WorldTour as the equipment sponsor and supplier of Team Lampre. Whether Merida will continue to partner with this team is still uncertain as “the contract with Lampre runs until 31st December 2016. No decisions have yet been made with regards to the future of an on-going collaboration,” says Merida in a press statement.

‘Merida has shown great progress’

William Jeng continues, “we have been able to prove more than once that their products are on a par if not above the level of other leading teams. Merida has shown great progress over the years by constantly pushing the envelope of what is technically possible and what helps the riders to achieve their goals.”

Until now Merida has little presence in the Gulf region, but Bahrain and its neighbouring countries are an interesting growth market. With the ‘Tour of Qatar’, the ‘Tour of Dubai’ and the ‘Tour of Oman’ as well as the Road Racing World Championships, which will take place in Qatar in October 2016, the introduction of the world of road racing to the Gulf region has already started and have set a clear sign for making cycling a sport for the masses.

Huge opportunity

“Merida is a firm believer in the unifying forces of cycling, even and particularly in countries where this beautiful sport is still at its beginning,” says William Jeng. “This is the reason why we see the ‘Bahrein Merida Pro Cycling Team’ as a huge opportunity which will help to bring the sport of cycling with all its facets across another border and introduce it to more and more people.”

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