What do you get if you combine a great outerwear manufacturer with a great smartphone manufacturer? (A really comfortable black slab?) You get Team Columbia-HTC. Owned by High-Road Sports, Team CHTC is prepped for the Tour de France, which begins on Saturday in, er, (Monaco) and ends, er, in France. We'll get a look at the team jersey on Friday.
Said HTC CEO Peter Chou:
"The HTC High Road Sports partnership is a great match of like minded organizations driven by innovation, excellence and competitiveness and we are excited about the opportunity to communicate HTC's brand value through the great sport of cycling. HTC's sponsorship of Team Columbia-HTC is one step in HTC's commitment to increasing its global brand value and recognition."
So, expect to a bunch of HTC logos zooming around on two wheels in the coming weeks.
Thanks, Luke, for the tip!