Giant Group has reaffirmed its backing of GreenEDGE Cycling, Australia’s only men’s and women’s WorldTour team, with an extended four-year contract set to run until the close of 2027. Liv, a subsidiary of Giant Group and the world’s sole cycling brand entirely dedicated to women, will elevate its status to become the title sponsor for the women’s WorldTeam. As of 1st January 2024, the team will bear the name ‘Liv AlUla Jayco’. This comes after the merger between the Liv Racing TeqFind team and Jayco AlUla. The team will be headed by Mavi Garcia in 2024.
Brent Copeland, the General Manager of Team Jayco AlUla, lauded Giant’s continued support, calling the brand’s commitment “unparalleled”. He noted that the partnership, which began in January 2022, has already resulted in performance enhancements for the team. Copeland indicated that the extended contract would act as a motivational booster, as the team aims to excel and advance in all facets, particularly in developing top-tier racing equipment.
Under the aegis of Giant Group, parent to the Giant, Liv and CADEX brands, the extended agreement goes beyond mere sponsorship. It is a testament to the group’s larger commitment to advancing cycling as a sport. This vision will take tangible shape in 2024, with the introduction of a new women’s development team under the GreenEDGE Cycling umbrella. This initiative aims to particularly encourage talent from underrepresented regions and offers a promising pathway to the UCI Women’s WorldTeam.
Phoebe Liu, Chief Branding Officer of Giant Group, elaborated on this dedication to high-level competitive cycling. She stated that Giant and Liv aim to provide innovative, high-performance products to riders, thus furnishing both the men’s and women’s teams with the best equipment possible to maintain their competitive edge.
Come 2024, the men’s WorldTeam will race as Team Jayco AlUla and will use Giant bikes. In contrast, both the women’s WorldTeam and the upcoming Development Team will compete under the name ‘Liv AlUla Jayco’, utilising Liv bikes. Across the board, all three outfits will employ CADEX components.