For the Tour de France advertorial spot, Hyland’s features fellow Southern California group and partner, Swami’s Cycling Club, in a 30-second commercial. Swami’s is one of the most recognized cycling clubs in the San Diego area and is known for its legendary Saturday Swami Rides, which have attracted some of the top cyclists in the world.
Hyland’s is expanding its commitment to the endurance market and the sport cycling community through cycling club partnerships, elite event sponsorships, sampling programs and more. A multiyear, official sponsor of the Boston Marathon, Hyland’s says it has built a strong reputation among marathon athletes for providing an effective product that assists those striving for the finish line. The company will utilize its experience within the running network to support athletes in the fast-growing cycling community.
“Supporting athletes of all disciplines has become a priority for Hyland’s,” states president, Les Hamilton. “We are proud to have our award-winning leg cramp products in all 26 aid stations throughout the Boston Marathon race course and in the pockets of hundreds of cyclists across the country. Now we have the opportunity to showcase a group of incredible athletes via a sponsorship of NBC Sports’ Tour de France programming.”
Hyland’s network of sport cycling clubs spans both coasts, including a partnership with the Blue Ridge Bicycling Club(BRBC) based in western North Carolina. With over 600 active members, the club is one of the most prominent riding groups in the area, known for its local events and outspoken voice in the community fighting for bike related causes. Hyland’s sponsorship of both Swami’s and BRBC is reinforced with sampling at local cycling events across the country, including prominent races such as the Gran Fondo National Championship Series and the Farm to Fork Fondo series.