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Soudal joins Lotto-Soudal worldtour cycling team

SOUDAL JOINS LOTTO-SOUDAL WORLD TOUR CYCLING TEAM
SEALANT AND ADHESIVE MANUFACTURER SOUDAL TO SUPPORT BELGIAN CYCLING PROJECT UNTIL AT LEAST 2020

Paris, 27 July 2014 – Next season, a new name will be displayed at the starting line of all major cycling competitions: Lotto-Soudal. Both companies have committed themselves to supporting the ambitious Belgian cycling project until at least 2020, and their names will adorn the jerseys of Marc Sergeant's cycling team as chief sponsors. This means that the Lotto-Soudal cycling team can count on long-term support, and can focus fully on working towards its goal of continuing to play a leading role at the highest World Tour level with its core team of Belgian racers supplemented by talented international cyclists. In supporting this team, Lotto-Soudal also has the clear ambition to encourage a stream of young Belgian talent and to support women's cycling.

For sealant and adhesive manufacturer Soudal this is a continuation of the strategy which has been in place for several years now, which aims at increasing recognition of its brand through selected sport sponsorships. This strategy was launched at the Belgian level in 2010, with the company sponsoring the shirts of Belgian premier league football team KvC Westerlo, a sponsorship deal which is still ongoing today. 2012 saw the creation of the Soudal Classics, a series of six top-class cyclocross events during the winter season.
In 2013, the Soudal logo featured on the Lotto-Belisol outfits during the Tour de France, and in 2014 Soudal became a full co-sponsor of Lotto-Belisol. Now Soudal takes the step towards becoming a full-fledged brand sponsor of an internationally active top cycling team.

Vic Swerts, founder and Chairman of Soudal: "Soudal is active globally in more than 130 countries, with branches in 44 countries covering all continents. Cycling too has become a global sport and is hugely popular in many countries in which Soudal operates. The highly positive feedback regarding our cooperation with Lotto Belisol over the past few years has induced our decision to take the next step, which will certainly help us to increase awareness of the Soudal brand amongst users of our products: private handymen and professional craftsmen worldwide."
"In addition, the Belgian identity as a seal of quality is paramount for Soudal, Lotto and the cycling team. The values and ideals behind achieving consistently better results through hard work, perseverance, a long-term vision and focus also stand in perfect harmony."