BARISTA AND CYCLING CANADA ANNOUNCE NEW NATIONAL PARTNERSHIP
Cycling Canada announced in
June that Montreal artisanal coffee roasting house Barista will become an official partner, providing coffee for athletes and the support team. Barista will also be attending various events, such as the Global Relay Canadian Road Championships p/b Lexus in Ottawa.
Barista will additionally select two new podium ambassadors within the national team, each having their
own espresso blend and retaining a portion of profits. Barista will also provide social media workshops for athletes to help them develop their personal brands.
“Barista has always been involved in high-level sport,” said Alex Sereno, co-founder and coach of the Café Barista Triathlon Team. “Whether it be through athlete coffee blends, social media training or financial support, we help them achieve their goals.”
“Barista has already supported Canadian athletes in the past and will now support cycling programs through their Cycling Canada coffee,” commented Matthew Jeffries, director of marketing at Cycling Canada.