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Cervélo signs on as title sponsor of BWR

Published February 19, 2016

SAN DIEGO (BRAIN) — Monuments of Cycling, founders of the Belgian Waffle Ride, have signed a two-year title sponsorship deal with Cervélo Cycles, a pairing that the companies described as “more harmonious than Roubaix and cobbles and moules and frites.”


Cervélo will offer its new line of endurance road bikes dubbed the C Series for demo at the ride, which has become popular among industry members. The 2016 Cervélo Belgian Waffle Ride presented by SPY will also include a two-day cycling and fitness expo and custom-brewed libations from The Lost Abbey. The BWR expo is set for April 23-24 at the Lost Abbey Brewery in San Marcos, California.

“Cervélo shares our vision of innovating and creating something special and unique from what's out there, making it a natural partnership in the evolution of the Belgian Waffle Ride,” said Michael Marckx, CEO of Monuments of Cycling and BWR creator.

“The BWR is an homage to the hardest one-day races in the world, with a few unexpected surprises that make our riders return for more. With Cervélo by our side and the C Series under us, we are excited to create a bigger, better, and more Belgian-er experience for everyone involved.”

“The Belgian Waffle Ride and the C5 are made for each other,” says Cervélo director of global marketing Antoine Ballon, who will be taking part in the event. “I can't wait to get out there on a fast, ultralight bike that's been engineered to ride on a variety of surfaces and in a broad range of conditions. As we like to say: The nicest roads are not always the nicest roads.”

The fifth Cervélo Belgian Waffle Ride and Wafer Ride will roll from the Lost Abbey Brewery in San Marcos on April 24, taking riders through San Diego's rural back roads and includes steep climbs, water crossings, gravel, sand and tarmac. There are two route options — the 144-mile Waffle and 68-mile Wafer — and proceeds raised will support the event's beneficiary, the Challenged Athletes Foundation.

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Topics associated with this article: Racing & Sponsorship, Events, Consumer Expos and Rides

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