IMG concludes partnership agreement with Roland for Tour de Suisse!, 29. May 2012

Baked goods manufacturer Roland has become an Official Sponsor of this year’s Tour de Suisse and will feature on the jersey worn by the best Swiss rider.

Roland Murten AG already has long experience of promotional advertising within the field of sport. As well as its appearance at the Spengler Cup 2011, the bakery also sponsors individual athletes, including the promising skier Joana Hählen and the successful biathletes Selina and Aita Gasparin.

Roland is now increasing its sponsorship activities and will be appearing on a jersey at the Tour de Suisse for the first time.

“We are a traditional Swiss company and our promotional advertising on the jersey of the best Swiss rider at the Tour de Suisse will be in keeping with our corporate values,” comments Marc Andre Cornu, Managing Director of Roland Murten AG on the new sponsorship deal.

The jersey for the top Swiss rider is being awarded for the first time in 2012. “We would like this ranking to provide an extra sporting incentive for Swiss riders on a tour of their own country. This has a nice knock-on effect, since many companies are interested in platforms related to the concept of Swissness and the best Swiss rider is often shown on TV,” is how Rolf Huser, Commercial Director of the Tour de Suisse, explains the background to the concept.

The involvement of Roland in the Tour de Suisse has been handled by IMG (Schweiz) AG, which is both organising and marketing the event.