Wednesday 17 April 2024
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Pro cycling and coffee

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Christian Meier is a pro cyclist for Orica-GreenEdge and owner, along with his wife Amber, of the La Fabrica coffee shop in Girona, Spain. He is but one chapter in a long, storied relationship between coffee and pro cycling, the latest of which was announced Wednesday.

Trek confirmed that Italian coffee giant Segafredo will come on as co-sponsor of the team in 2016.

DVG De Vecchi

Segafredo is not the first coffee sponsorship, and it won’t be the last. There was Faema, the Italian coffee brand that sponsored Eddy Merckx; Café de Colombia, which won the Vuelta a Espana with Luis Herrera in 1987; Jittery Joe’s, a long-running team on the U.S. circuit; and who could forget Saeco and its lion king, Mario Cipollini.

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