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Haute Route and Mavic Renew Sponsorship Agreement Under New Ownership

Published March 1, 2024

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Leading cycling equipment and accessory brand Mavic has extended its sponsorship agreement with Haute Route, the prestigious multi-day cycling event series for two years.

Under the terms of the agreement with Haute Route's new owners France Vélo Evénements (FVE), Mavic will continue to provide technical and mechanical assistance for all Haute Route events, offering participants access to the brand's cutting-edge products and unrivalled support services. Delivered in a format commensurate to professional races, Mavic's iconic yellow support cars and team of passionate mechanics has been providing high-level services to pro and amateur cyclists alike for decades.

"We are delighted to continue our partnership with Mavic as Haute Route enter this exciting new chapter under the ownership of FVE," said Eric Conrad, CEO of France Vélo Evénements. "Mavic's unwavering commitment to quality and innovation aligns perfectly with our mission to provide participants with an exceptional cycling experience. Together, we look forward to inspiring riders and creating unforgettable memories on the road."

Haute Route, renowned for its bucket-list routes and unparalleled rider experience, has established itself as a premier event series for amateur cyclists around the globe. With events spanning iconic cycling destinations - this year covering the French Alps and the Pyrenees - Haute Route offers participants the opportunity to test their limits and conquer some of the most legendary climbs in cycling history. Despite changing hands in November 2023, the ambition is to stay true to this ethos.

"We are thrilled to extend our partnership with Haute Route and continue our support for this iconic series under the new ownership of FVE," said Cyrille Kurtz, Head of Sport Marketing & Events at Mavic. "Haute Route represents the pinnacle of amateur cycling, and we are proud to be a part of this incredible journey. As we look ahead, we remain committed to providing riders with the highest quality equipment and support to help them achieve their goals on the road."

As Haute Route embarks on its next chapter for the 2024 season, the continuation of its partnership with Mavic reinforces the series' position as a leading force in the world of amateur cycling. With a shared passion for excellence and a commitment to elevating the sport, Mavic and Haute Route are poised to continue shaping the future of cycling for years to come.

For more information about Haute Route, please visit


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