Madison Genesis Appoints Generate To Source Commercial Partners

Cycle part and accessory distributor Madison has appointed leading sport and entertainment agency Generate to help secure new sponsors and commercial partners for its new professional road racing cycling team, Madison Genesis, which launched in 2013.

Cycling is fast increasing in popularity with just over 11 million people in the UK now cycling  spending more per capita on their sport than any other sport.

Dominic Langan, CEO at Madison, said: "We are looking forward to seeing how they can shape our commercial and partnerships proposition and further capitalise on our future plans for the team."

Andy Muggleton, Co-Founder & Commercial Director at Generate, said: “It was clear right from the start the professional approach they take both on and off the bike, coupled with an exciting and strategic long term plan and there is no doubt they have all the ingredients for success.”