Photo: Assos
After Mercedes-AMG as an entity became the sponsor of the Rotwild mountain bike racing team a couple of weeks ago, it is now time for the Mercedes-AMG Petronas F1 team to tie the sponsorship knot with a bicycle-related company.
Cycling apparel equipment company Assos of Switzerland will be a sponsor partner of the Mercedes-AMG Petronas team for the 2014 Formula One season and beyond, all this while also becoming a Team Supplier.
“The people at MERCEDES AMG PETRONAS truly embrace cycling. That makes this an ideal environment to explore F1 technology and generate exciting new ideas.” said Roche Maier, ASSOS CEO and Chief Engineer.
The agreement between Mercedes-AMG and Assos will therefore allow them to work together in the development of cycling technologies inspired by motorsport, as well as the introduction of cycling R&D and expertise in Formula 1.
How they plan to do that exactly, we don't have a clue, but we do know that the Swiss company has some of the sexiest photo shootings for female cycling apparel this side of a Playboy magazine, as you can see for yourself in the adjacent photo gallery.
Founded as early as 1976 and based in the Swiss canton of Ticino – also known as “Terra din Ciclismo” - Assos are actually the creators of the first ever Lycra cycling shorts and have introduced quite a large number of innovations in the cycling apparel industry over the years.
Apart from the introduction of Lycra cycling shorts, they are also known for creating the first ever carbon bicycle frame in 1976 or the fastest cycling bodysuit on the planet in 2004.
“The people at MERCEDES AMG PETRONAS truly embrace cycling. That makes this an ideal environment to explore F1 technology and generate exciting new ideas.” said Roche Maier, ASSOS CEO and Chief Engineer.
The agreement between Mercedes-AMG and Assos will therefore allow them to work together in the development of cycling technologies inspired by motorsport, as well as the introduction of cycling R&D and expertise in Formula 1.
How they plan to do that exactly, we don't have a clue, but we do know that the Swiss company has some of the sexiest photo shootings for female cycling apparel this side of a Playboy magazine, as you can see for yourself in the adjacent photo gallery.
Founded as early as 1976 and based in the Swiss canton of Ticino – also known as “Terra din Ciclismo” - Assos are actually the creators of the first ever Lycra cycling shorts and have introduced quite a large number of innovations in the cycling apparel industry over the years.
Apart from the introduction of Lycra cycling shorts, they are also known for creating the first ever carbon bicycle frame in 1976 or the fastest cycling bodysuit on the planet in 2004.
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