Thursday, December 24, 2009

PR: Duvel/Moorgat Selects Flandrian as Brand Ambassador

Frequent Pappillon contributor Patrick "The Flandrian" Lyons has reached a 2-year sponsorship agreement with Belgian Brewery Duvel/Moorgat. Lyons will serve as a brand ambassador for Duvel, representing the line by his activities in the upper echelons of competitive cycling.

For Lyons, who cut his teeth racing as an elite amateur in Holland and Belgium, the deal with Duvel is something of a Christmas Miracle. Because of budget cuts and a shift in marketing strategies among the global economic down-turn, Lyon's previous sponsor Heineken/Amstel Light did not renew. Their withdrawal created an opportunity for Duvel, however, who will now enjoy the services of an ex-Special Forces-soldier-turned-bike racer for what promise to be two action-packed seasons.

Negotiations were rapid, according to Public Relations Director Larry Bennett at Duvel, and the agreement was reached late yesterday, US-time. "We are excited to have Patrick back with the Duvel family - he is a great ambassador to the brand and sport," said Bennett.

With Duvel now secured as title sponsor, Lyons is moving quickly to fill-out his stable of supporters. To that end, the Duvel/Moorgat-backed rider convinced Eric Sakolowsky of Velo Europa to provide Cyfac bicycles for 2010. In a familiar refrain for those who work with Lyons, Sakolowsky gushed, "This is an exciting partnership with Patrick, Duvel and Cyfac."

Lyons will compete in events in the northeast and mid-Atlantic regions of the United States, and already has invitations in hand for several post-Tour de France criteriums in Belgium and Holland. He is also targeting a good ride in the 2010 Press World Cycling Championships in September in Belgium. "While I aim to represent all of my sponsors with consistent performances throughout the year - serving as a true brand ambassador - I'm especially focused on a good result at the Press Worlds," revealed Lyons. Yes, he is a man of many talents, for in addition to coaching, competing and managing riders, Lyons is an accredited cycling journalist, and staff writer at The Daily Peloton.