Liv and Giant have announced that they will transition away from Team Sunweb at the end of 2018 and begin a new partnership with CCC Team at the start of 2019. The sponsorship includes an elite Women’s WorldTour team (CCC-Liv Team), as well as an elite men’s WorldTour (CCC Team) and Under-23 men’s team (CCC Development Team).
For the past five seasons, Liv Cycling has partnered with SMS Cycling B.V, the owner of Team Sunweb, for racing to product development. Highlights of Liv’s partnership with Team Sunweb include a World Championship Team Time Trial victory in 2017, several National Championship wins, European Championship successes, WorldTour general classification wins, and countless WorldTour stage victories and podiums.
“Pro road cycling is always dynamic with teams and sponsors,” said Giant Group Chief Branding Officer Phoebe Liu. “We’re always striving to find the best partners to align with our mission to help athletes perform at their best. These partnerships also play a big role in helping us develop better products for cyclists of all levels. We can be proud of what we achieved with Team Sunweb, and we’re thrilled to now begin a new partnership with the promising CCC Team.”
The new CCC-Liv Team will be the next evolution of the WaowDeals women’s WorldTour team, headed by 11-time world champion and two-time Olympic champion Marianne Vos (2008, 2012). The Dutch superstar, known as one of the greatest cyclists of all time, will be reunited with Liv, whom she previously raced with for many years as a member of Rabobank Liv Cycling Team. The current agreement between Giant, Liv and the three CCC-sponsored teams is set for three years.
Full rosters for the CCC-Liv Team, CCC-Team and CCC Development Team will be announced later this year.
With more than 10 years of continuous support for road racing at the highest level, Liv will continue their mission to develop cutting-edge bikes and gear to help give racers a competitive edge. Engineers and product developers from Liv will work closely with CCC-Liv Team riders and staff to continue a leadership role in road racing technologies and innovations. Together, Liv and the CCC-Liv team will develop and test high-performance helmets, footwear, saddles, cockpit components, WheelSystems and more.
More details are coming soon regarding this exciting new partnership, including full team lineups and a closer look at the Liv products that CCC-Liv Team riders will compete with in 2019.