New name, TV Coverage for Quiznos Pro Challenge

Posted on 05. Apr, 2011 by in news, releases

The race, formally known as the Quiznos Pro Challenge, made a few announcements earlier today. One, already known, was to announced their broadcast partners. The other one, a surprise, is the race’s new name, the USA Pro Cycling Challenge. Not to be confused with US Pro or USA Cycling Professional Road and Time Trial National Championships.

Why would a title sponsor’s name be removed from the title at this point? That’s a very good question.

From the press release:

“As the race continues to build momentum with teams and sponsors from across the globe, and as we significantly increase media coverage nationally and internationally, our new logo will brand the event in a way that better communicates the scale of the event and its audience,” said Rick Schaden, owner and co-chairman of the USA Pro Cycling Challenge. “Our goal is to help raise the profile of professional cycling in the United States by hosting an epic race in Colorado that draws the top cyclists in the world and mirrors the excitement of the Tour de France.”

They add that Quiznos will continue as a founding partner with the same level of involvement and participation.

At the end of February, the Denver Post announced that majority shareholders of Quiznos and founders of Denver’s Consumer Capital Partners, Rick and Richard Schaden, were investing $10 million in the race.

With a new name, comes a new logo, a new website, a new twitter handle and a new facebook page (which is not live).

Also announced is that NBC Sports will broadcast the final stage live of USA Pro Cycling Challenge for two hours on August 28, 2011. VERSUS, a member of the NBC Sports Group, will cover the event with 3.5 hour broadcasts each day from August 22-28 which includes 30 minutes of pre-race coverage and one hour of post-race coverage.

As a reminder, 10 teams were already announced for the race with 6 more to be named later. Team RadioShack (USA), HTC-Highroad (USA), Team Garmin-Cervélo (USA), BMC Racing Team (USA), Liquigas-Cannondale (Italy), Leopard Trek (Luxembourg), UnitedHealthcare Pro Cycling Team (USA), Team Type 1-sanofi aventis (USA), Skil-Shimano (Netherlands) and Team Spidertech Powered By C10 (Canada) are on the list.

The USA Pro Cycling Challenge Stages

  • Monday, August 22nd: Prologue – Colorado Springs
  • Tuesday, August 23rd: Stage 1 – Salida to Crested Butte/Mt Crested Butte
  • Wednesday, August 24th: Stage 2 – Gunnison to Aspen
  • Thursday, August 25th: Stage 3 – Vail  (Individual Time Trial)
  • Friday, August 26th: Stage 4 – Avon to Steamboat Springs
  • Saturday, August 27th: Stage 5 – Steamboat Springs to Breckenridge
  • Sunday, August 28th: Stage 6 – Golden to Denver

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One Response to “New name, TV Coverage for Quiznos Pro Challenge”

  1. Roxanne

    05. Apr, 2011

    Who are they trying to market this to? The non-cycling fan is going to assume this is the national championships in Greenville, and make reservations accordingly. They’ll be surprised when they’re in the wrong part of the country.

    Meanwhile, the Colorado Tourism Board should be outraged, and insist that any pro-level race held there include the word “Colorado” in the title – or pay extra to them. I’m also astonished that Quizno’s isn’t insisting on getting their money back. Didn’t they pay for naming rights?

    I think this is a marketing disaster. MY OPINION.