Telenet Superprestige welcomes ATLAS as new Main Partner

The Telenet Superprestige welcomes a new partner this season with ATLAS. The European safety footwear manufacturer joins the oldest series in cyclo-cross as Main Partner.

ATLAS is one of Europe’s leading safety footwear manufacturers and produces more than 2.7 million pairs of shoes each year at its site in Dortmund. The new partner will be visible along the course at all eight rounds through trackside advertising and promotional stands. The course and safety teams will also be equipped with ATLAS safety footwear.

Through this partnership, ATLAS aims to raise its brand awareness in Belgium and create opportunities to engage directly with potential customers. A team of three ATLAS employees will be present at the races, including Dana Krohn, Director Strategic Sales at ATLAS:

“With this partnership, we want to raise the visibility of our brand in Belgium and continue to grow our customer base. Visitors can get to know ATLAS and our safety shoes first-hand at our promotional stand. Cyclo-cross is almost a national sport in Belgium and brings a lot of people together. That makes it a special experience for ATLAS to be part of these races.”

Philipp Klahn, Associate Director Sales Wintersports & Premium Rights at Infront, says: “Cyclo-cross is deeply rooted in Belgium and the Netherlands and generates particularly strong attention at the key moments of the season. This makes the Telenet Superprestige a highly relevant platform for ATLAS to increase brand awareness in both markets. At the same time, the partnership offers the opportunity to integrate its products into content and activation formats that connect the brand with fans and customers in a credible way.”