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Saxo Bank to End Sponsorship after 2010

by pedalmag.com

January 8, 2010 (Copenhagen, Denmark) – The Danish internet bank, Saxo Bank, announced today that it will discontinue its title sponsorship of the ProTour cycling team of the same name after its three-year contract ends after the 2010 season, according to an AP article. Chief executive of the bank Lars Seier Christensen had no complaints about its sponsorship of the team, but claimed the venture did not effectively reach Saxo Bank’s target market. The team’s top riders include Andy and Fränk Schleck of Luxembourg and Fabian Cancellara of Switzerland.





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