teamTBB and Cervélo part ways

Bike maker cites new sponsorship strategy

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Bike maker Cervélo has ended its long-running sponsorship of teamTBB, the high-profile outfit recently left by outspoken coach and co-founder Brett Sutton.

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Cervélo said that the decision to end its seven-year partnership with teamTBB is due to a new triathlon strategy it is putting in place, which will move from team-based sponsorships to individual athletes.

“Cervélo looks back on a very successful era in triathlon in which teamTBB has played a key role developing triathlon superstars such as Chrissie Wellington, Mary Beth Ellis, Caroline Steffen and many others,” said Managing Director Robert Reijers. 

For its part, teamTBB has indicated that it plans to operate one new globally operating Pro Team in 2014 and five country-based elite development and age-group athlete teams in countries such as the USA, Netherlands, Belgium, Germany and Japan.

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No news as yet on who their new bike sponsor will be…