Apollo Tyres signs sponsorship deal with sustainability-focused BEAT Cycling Club.
Apollo Tyres Ltd has signed a new sponsorship deal on behalf of its Vredestein Tyres brand with BEAT Cycling Club, a professional cycling club based in the Netherlands.
Expanding on an existing tyre supplier arrangement, this new deal will see Vredestein Tyres become the official Domain Partner for BEAT Cycling Club, featuring prominently on the team kit of the professional team, the support vehicle fleet and across all official communication platforms. It is also anticipated that Apollo Tyres and BEAT Cycling Club will collaborate on the development and testing of future high-performance Vredestein bicycle tyres, as well as work on new sustainability and community engagement initiatives.
The partnership gives Apollo Tyres exclusive access to the professional team and riders for content creation and events, as well as a seat on the BEAT Partner Council, which brings together key stakeholders to support and contribute to the goals and growth of BEAT Cycling Club.
BEAT Cycling is an innovative professional club redefining professional cycling with a community-driven approach. The club integrates sustainability into every aspect of its operations, from eco-friendly travel and recycled materials for equipment and apparel, to waste reduction initiatives that minimise environmental impact. BEAT collaborates proactively with green brands and race organisers to promote sustainability, engaging communities through educational campaigns, clean-up rides and eco-conscious events. Their efforts have recently been recognised with the prestigious UCI Sustainability Awards, further cementing BEAT’s commitment to driving positive environmental change within the sport.
“We’re proud to strengthen our partnership with Apollo Tyres and the iconic Vredestein brand,” says Geert Broekhuizen, CEO at BEAT Cycling Club. “With over a century of innovation in the European bicycle market, Vredestein is the perfect fit for our club, and we’re excited to collaborate on product development to ensure long-term success for both companies.”
Yves Pouliquen, Vice President, Commercial, Europe at Apollo Tyres Ltd Europe, adds: “We’re excited to join the BEAT Cycling Club and support them as they strive for success over the coming years. This sponsorship is a key step in raising awareness of the Vredestein brand across Europe and further establishing our presence in the world of professional cycling.”
The Vredestein brand has a rich heritage in the bicycle market and professional cycling, with its first products introduced in 1910. Now a part of Apollo Tyres, the brand offers a comprehensive range of high-performance tyres designed to meet the needs of every rider – from daily commuters to elite professionals. Renowned for consistently outperforming leading competitors, Vredestein delivers top-tier tyres at an accessible price, ensuring cyclists of all levels can experience superior performance without compromise.
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25 February 2025
Anicecommunication, media relations Apollo Tyres – Vredestein Italy
