News: Canyon DHB has new sponsor

Canyon DHB Sungod is the name of the British UCI team for 2021 – Boss Tim Elverson “Having three great partners on board for next year will ensure continued improvement into 2021”

News: Canyon DHB has new sponsor

Canyon DHB Sungod is the name of the British UCI team for 2021 – Boss Tim Elverson “Having three great partners on board for next year will ensure continued improvement into 2021”

Eyewear brand SunGod is a new partner for 2021 and will support the team, based in Fleet, Hampshire, which will be known as Canyon dhb SunGod from January 1. SunGod are a British performance eyewear brand, founded in 2013. With offices in London and Switzerland, and an entirely direct to consumer approach meant they have quickly grown to establish themselves as a global challenger brand.

Tim Elverson, owner and sports director… “It’s great to finally announce our new team name, Canyon dhb SunGod, going forward. Canyon has been a key partner since day one and is now stepping into year five with us, bringing with it an exciting new bike which we cannot wait to get our hands on. dhb will be entering their fourth year with us, and the continued improvements in the kit which are made through our testing and feedback, has meant we are using market leading products that the team and the dhb customers are benefiting from.”

“Finding a third partner in the British brand SunGod, that has a similar business outlook and strategy to development as our current partners, has come as fantastic news. SunGod already has some amazing products but are keen to use the team not only to promote but also test and feedback to them so we can continue to elevate the British eyewear brand to the top echelons.”

“Even though we started the 2020 season well with winning the Tour of Antalya, getting two further UCI podiums and winning the Holland cup for a second year, it will still be good to put 2020 behind us. Having three great partners on board for next year will ensure continued improvement into 2021. We don’t have any set goals for 2021, only to ensure we are better than 2020, with retention of a lot of the current squad and the addition of some exciting new riders. I feel this will be a natural progression and I think everyone is over 2020 so watch out ‘21, here we come.”

Performance sports clothing brand dhb will continue their involvement in 2021, after joining forces with Tim Elverson’s British UCI Continental squad in 2018. Canyon will also continue to support the team for a fifth year running.

Soreen have been replaced on the team’s title, however they will continue to support the team for the coming season.