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Belgium software brand steps up to sponsor Louisville 'cross worlds

Published January 10, 2013

LOUISVILLE, KY (BRAIN) — A Belgium software company, AFAS Software, has stepped up as a major sponsor of the UCI Cyclocross World Championships, to be held here the first weekend of next month.

The last-minute deal will help ensure the success of the first 'cross world championships to be held outside of Europe. Last year the event lost the support of the Idaho energy company, Exergy, which has been struggling with financial difficulties.

Last month, USA Cycling and the Louisville Sports Commission took over the event from its private organizers, saying the race was "in danger of collapsing due to a revenue shortfall." USA Cycling's vice president of national events, Micah Race, took over as race director.

AFAS will provide technical assistance to the UCI to stage the races and in return its brand will be promoted along the course.

“We are pleased to be able to support such a high-status event," said Robert Koelman, CEO of AFAS Belgium. "In fact, AFAS has a lot in common with the cyclocross racers. We’re also prepared to go to extremes to reach our goal, in our case to offer our customers the best possible business software. Nothing—not the proverbial rain, wind, mud or any obstacle—can stop us from achieving our corporate mission and helping our customers.”  

Louisville businesses also have stepped up to support the race, with contributions from John Schnatter, founder and CEO of Papa John’s International; David A. Jones Sr., co-founder of Humana; and Sam Swope, founder of Sam Swope Auto Group.

Organizers also have sold more than 2,500 spectator tickets for the events, to be held Feb. 2 and 3.

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Topics associated with this article: Racing & Sponsorship

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