Maserati, the Italian luxury car manufactures, have had brief encounters with the cycling industry in the past, but are now increasing their involvement with the sport beginning this year. In the 1970’s they created a few Maserati model bicycles, though traces of those are difficult to find now, and in 2009 they released two different models designed by legendary Italian bike-makers Milani Cycles. This pattern of short-lived flings may be turning into a commitment to cycling as their involvement in the industry has increased rapidly this year.
Last May, for the first time, Maserati was the title sponsor of the first annual Tour de Yorkshire in the United Kingdom. Not shortly after, they announced their sponsorship of the Roleur Classic that started this past weekend on November 19th. And now this month, the automaker partnered with Italian bicycle brand Cipollini to create a road bike, signed by Cipollini, to auction off for Action Medical Research Funds. The silent auction opened at the start of the Rouleur Classic in the “Maserati Lounge” and online at championsofcyclesport.com. The auction is still open for bids until November 26th – any takers?
You can view more photos of this stunning machine HERE.
Maserati’s new partnerships seem to indicate more to come from the luxury brand in the cycling industry. Will we see the trident logo on bicycles hit the market in following years? With the manpower and the money behind them there is a lot of potential to make cycling a more publicized sport internationally – similarly to what they did with motorsports. Additionally, this movement towards a Maserati cycling initiative indicates how global climate change is beginning to influence the auto industry as consumers lean towards more ‘green’ methods of transportation. Perhaps the spotlight on Maserati will drive some competition from other automakers to consider cycling sponsorship.