Liv Racing will be welcoming Xstra Digital Storage to the team as co-title sponsor. From 2022, the team will be known as “Liv Racing Xstra.”
Xstra is based in Oosterhout, in the Netherlands and has specialised in digital storage solutions for 25 years. Xstra has several European offices and serves customers throughout Europe, North America, Africa and the Middle East.
John Rasmussen, CEO of Xstra: “Everyone who knows me, knows that I have a great passion for cycling. In recent years, I have followed the rapid development of women’s cycling with great interest. With this partnership we not only put Xstra positively on the map, but we, as shareholders, together with the team management, also make an attempt to introduce a new financial structure into cycling. By creating broad financial support, we make the business model behind a cycling team healthier and future-proof.”
Team manager Eric van den Boom: “We are one of the longest active teams in professional women’s cycling and in all those years we have made a great contribution to professionalizing our sport. With the new, additional partnership we build on our heritage and above all we are very much focused on the future. It is our goal to grow to the absolute world top, and to do so in our own, recognizable way that fits the past of our team. Developing cycling talents and being successful together in the most important races. That is what it is all about.”
