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LOOK Cycle sponsors NRS event support program

Published March 22, 2018
Look, Volvo, SRAM and Thule are title sponsors of Butch Balzano's 2018 race support program.

REHOBOTH, Mass. (BRAIN) — LOOK Cycle is a new co-title sponsor of NRS & Events, an event support program that provide technical support at races and other events, as well as custom events at Look's retailers. The program is run by longtime race support organizer Butch Balzano.

Other title sponsors for the 2018 season include Volvo, SRAM and Thule. The program will support more than 100 events this year, including road races, gran fondos, gravel events, and cyclocross races. The events include the Killington Stage Race, Hotter 'N Hell and Fitchburg Longsjo, and Interbike's Outdoor Demo. The program's fleet of Volvo V90s will be equipped with a selection of Look road bikes, including the 795 Light RS, 785 Huez RS, and the 765 Optimum Disc All-Road, among other models, and pedals including the new KÉO 2 Max Carbon road pedals and X-Track off-road models.

LOOK Cycle, in partnership with Hawley, will offer its dealers the opportunity to host shop rides and consumer event nights at which professional mechanics will provide clinics on the brand history, innovations, and technical aspects of LOOK products. LOOK dealers can contact their Hawley rep for details and availability.

Mike Gann, LOOK's VP of sales and marketing for the U.S., said, "Sponsoring NRS was an easy decision for us, in that it supports the sport of cycling in the U.S., and it helps us to further knowledge of the LOOK brand, technologies and products through our retailers, demo opportunities and industry events. We place a high value on supporting our partners in this way, and in having this type of connection to our retailers and their customers."

Pat McGinnis, Hawley-Lambert's VP of commercial, said, "As LOOK's exclusive North American distributor, we're, of course, excited to support this program and see it implemented this spring. It's a great way to showcase the brand's heritage and its exceptional 2018 offerings in the pedal and bicycle categories."


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