Ultimate Sports Nutrition Agree Major Deal with Welsh Cycling

By Community | January 10, 2013

Sports nutrition brand Ultimate Sports Nutrition (USN) have announced a new three-year sponsorship agreement with Welsh Cycling.

Commercial sports marketing agency 100AND10% facilitated the deal.

The six figure agreement is the largest commercial deal in Welsh Cycling’s history and will see USN secure naming rights to the Welsh Cycling managed UCI Track Cycling World Cup team, anabolics as well as becoming official supplier of nutritional products to the national governing body. As official nutrition partner of Welsh Cycling, USN will also be providing nutritional supplements, support and expert advice for Welsh Cycling riders at all levels.  

100AND10% began working with Welsh Cycling mid-2012, when the company was chosen to design a suite of rights to help attract external investment; the USN deal is the first in a series of announcements set to be made as 100AND10% supports Welsh Cycling to attract new sponsors.

The new partnership with USN was debuted at the Sir Chris Hoy Velodrome in November, which hosted the British leg of the UCI Track Cycling World Cup series. Team USN riders have had a fantastic start to their inaugural season on the World Cup circuit, already picking up a series of medals, as well as success from Jon Mould and George Atkins who won the National Madison Championships in Manchester earlier this month.

Matt Cosgrove, performance director for Welsh Cycling, said: “We engaged 100AND10% early in 2012 to design and implement a new sponsorship strategy for Welsh Cycling. This is a new era for us as a National Governing Body; we chose 100AND10% after a competitive tender process and we have been delighted with the results achieved to date which have without doubt exceeded our original expectations.

“The audit that created the rights packages and sales strategy has proved to be very effective and with our new headline sponsor in USN alongside a number of new partnerships at various stages of negotiation, we are creating a very bright future for Welsh Cycling and a positive long term partnership with 100AND10%.”

Jonathan Wilson, managing director for 100AND10%, said: “Working closely with the team at Welsh Cycling, we have developed a sponsorship strategy that not only meets their commercial requirements but has already proven to be an attractive and exciting opportunity for prospective sponsors.

“With a number of ongoing discussions taking place and new prospects in the pipeline, we are starting 2013 in a fantastic position and look forward to furthering our partnership with Welsh Cycling and delivering long term value for all parties.”

Focused on delivering a fresh approach to creative, commercial and marketing challenges faced by its clients, 100AND10% offers a range of expertise including the design and delivery of marketing strategies, creative, PR and communications, event management and sponsorship sales.

Its clients include The FA & St. George’s Park, Tickets.com, CYBEX International, Powerleague, Rugby Expo and the Professional Players’ Federation.