New Belgium in as official USA Pro Cycling Challenge beer sponsor

New Belgium Brewing has signed on to become the official beer sponsor of the seven-day USA Pro Cycling Challenge.

The event, starting in Durango on Aug. 20 and finishing in Denver on Aug. 26, features world-class cyclists racing across the Colorado Rockies. 

The event’s deal with New Belgium extends through 2013.

“The USA Pro Cycling Challenge is a great fit for New Belgium,” New Belgium CEO Kim Jordan said in a news release. “The race is a powerful showcase for our beautiful state and it allows us to help grow awareness around the cycling issues we all hold dear. We’re excited to see where we can take this in the next few years.”

As part of the deal, New Belgium, maker of Fat Tire, will partner with non-profits along the route to raise money and awareness of their causes. Proceeds from custom USA Pro Challenge/New Belgium glassware sales at New Belgium viewing parties across the country will benefit cycling and environmental non-profits.

Conceived on a bicycle trip through Belgium, the Fort Collins brewery has a long history of bicycle advocacy. The Tour de Fat, a 15-city philanthropic bicycle event, has raised more than $2 million for bicycle non-profits across the country.


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