Trek Factory Racing becomes Trek-Segafredo as coffee brand named co-title sponsor

As rumoured earlier in December, coffee brand Segafredo has been named as the new co-title sponsor of Trek Factory Racing for the 2016 season.

Riders Fabian Cancellara, Giacomo Nizzolo and Bauke Mollema were present in Treviso, Italy, to model the new kit, which retains the look of Trek's 2015 pinstripe ensemble, with Segafredo's logo appearing underneath Trek's.

Massimo Zanetti, president of the MZB group said at the press conference: "When I was a child, my father took me to a Giro d’Italia stage. I saw Coppi and Bartali; Coppi with the pink jersey, Bartali with the tricolor jersey of the Italian champion. I was so impressed and fascinated that, from that time on, I always said to myself that sooner or later I would sponsor cycling."

"Today is that day, thanks to Trek, a great team composed of riders from Italy and from all over the world. I really hope we are going to achieve important successes once again as often happened in the past in other sports such as Formula 1, where Segafredo became three times world champion with Rosberg, Lauda and Prost, not to mention the great friend Ayrton Senna who drove his F1 car for a long time with Segafredo on board."

Watch Fabian Cancellara go into the yellow jersey on stage two of the Tour de France

Trek Factory Racing general manager Luca Guercilena added: "The partnership with Segafredo is wonderful news. Since the start of the team two years ago our performance and recruitment plan has revolved around long term thinking.

"With Segafredo we have found a partner that shares the same values. The importance of this deal and the security it offers will allow us to invest even more in the roster that we have and develop young riders."

Trek have signed several new riders for the 2016 season, including former Giro d'Italia winner Ryder Hesjedal, Tour Down Under stage winner Jack Bobridge and former BMC rider Peter Stetina.