After the announcement by Team CSC which becomes Team CSC Saxo Bank, today it's up to Team High Road to announce that it has found a new sponsor!

Team High Road, without a sponsor since the end of November 2007 when annonce T-Mobile announced it stopped sponsoring the team, today announced on its website to have found a new partner in Columbia Sportswear Company.

Starting at the team Tour de France 2008 team presentation on 3 July in Brest the team will show its new shirt with the team name Team Columbia.

Tim Boyle, president and chief executive officer of Columbia Sportswear Company clearly indicated he sees many interesting marketing opportunities in this sponsorship which will last until the end of 2010: by sponsoring one of the top men's and women's cycling teams in the world, we leverage the international popularity and broad media reach of the cycling sport among enthusiast and recreational audiences, promote Columbia's outdoor brand leadership in Europe and the U.S., and support our seasonal product initiatives, such as Omni-Shade&tm; apparel and accessories for sun protection.

Bob Stapleton, owner of the team, showed his enthusiasm as well: This is a partnership with great potential. Columbia is a market leader with innovative products, progressive management, and ambitious marketing objectives. We welcome Columbia Sportswear as a key partner for the next several years.

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