Brother is expanding its At Your Side ethos with a new partnership to provide neutral support to the UK road racing and sportive scene. As part of the deal, Brother will provide two branded "neutral support cars" to assist professional and amateur cyclists in UK calendar events.
The distinctive Brother-branded Skoda Superbs will be used to provide mechanical support at a range of cycling events, including the Premier Calendar racing series, the National Road racing championships, the Elite Circuit series as well as selected Sportives and events.
The deal forms part of Brother's wider brand position of "At Your Side", which has been a key part of Brother's advertising and creative campaigns.
Phil Jones, UK Country Head who is a keen road cyclist, said, "Brother provide some of the best aftercare in the print industry and we wanted to replicate that for road cyclists, many of whom buy, use or approve our products in their day job.
By providing neutral service, we'll be giving vital back-up to road cyclists of all capabilities, from professional to beginner. We look forward to supporting the events and seeing the cars in the peloton, flying the flag for great service from Brother."
Tony Barry, British Cycling, said, "Sponsors such as Brother give invaluable support to the British road cycling scene, enabling cyclists to experience what it feels like to have a professional support crew and mechanic there when they need it."