Jelly Belly Will Not Return to Cycling in 2019

Jelly Belly Candy Co. to end title sponsorship of Redlands Racing

Jelly Belly Will Not Return to Cycling in 2019

FAIRFIELD, Calif., Aug. 14, 2018—Jelly Belly Candy Company announces it will not renew its cycling team sponsorship for the 2019 racing season. This change comes after a long and careful evaluation of the company’s entire sponsorship portfolio, including its involvement with professional cycling.

“We have not reached this decision easily,” explained Rob Swaigen, vice president of global marketing. “While we have enjoyed our long relationship with the team and the sport of cycling, we feel that the time is right for us to look for opportunities to more closely align our sponsorship programs with company objectives. It has been a pleasure to support this team and their races, to provide a platform to identify young talent, and to develop and prepare our athletes to advance to the highest level of the sport.”

Swaigen added, “Our team director, Danny Van Haute, along with his riders and staff, have been great ambassadors for Jelly Belly Candy Company over the years, and we wish them all continued success.”

Jelly Belly p/b MAXXIS had a strong showing at last week’s Tour of Utah and plans to wrap up its domestic race calendar at the Colorado Classic this week. From there, the team plans to travel to Japan and China in September and October to finish out the 2018 season. Over the years, the team has achieved noteworthy results, including several national championship titles in the US, Canada, and Mexico.

Team director Danny Van Haute is optimistic about the team’s future as he pursues a new title sponsor for the 2019 season and beyond. “We have built a strong team with the help of Jelly Belly as a sponsor for almost two decades, and I thank the Jelly Belly family for their support,” said Van Haute.

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