Wega partners with Cannondale Pro Cycling team

Wega Coffee Machines announced on 27 March a new partnership with Cannondale Pro Cycling, one of the top cycling teams in the world. Under the agreement, the Wega brand will be the official supplier to the team that features Ivan Basso, Moreno Moser and recent winner of the Gent-Wevelgem, as well as current World Tour leader, Peter Sagan. This partnership is part of Wega's efforts to align itself with international events to increase the brand's visibility and highlight the quality of its products, the company said in a statement. “The collaboration we've started with Cannondale is a strategic opportunity in terms of brand recognition,” said Paolo Nadalet, CEO for Wega Coffee Machines, in a statement. “The agreement will allow Wega to increase its exposure in strategic markets, thanks to the international dimension of the team which, like us, operates on all five continents. This opportunity is doubly interesting in light of the company's hospitality activities during the Giro d’Italia which will allow company guests to experience a unique perspective at this important world class event.” Wega branded espresso coffee machines will be placed in the Cannondale motor homes, campers and offices, supporting to the performance of the team and staff and offering team guests “the chance to savour a coffee break in the excellence of Italian style”, the company stated. “We're happy we reached this areement,” said Roberto Amadio, Team Manager for Cannondale Pro Cycling, in a statement. “The tradition of Italian espresso coffee is recognised all around the world. We hope that our activities and our victories will offer visibility to this prestigious brand that is recognised internationally for its quality.”