Team News: Vitus Pro Cycling Team, p/b by Brother UK Finishes

Faced with an uncertain economic climate and a difficult sponsorship environment, the Vitus Pro Cycling Team, powered by Brother UK, will finish at the end of 2020

Team News: Vitus Pro Cycling Team, p/b by Brother UK Finishes

The Vitus Pro Cycling Team, powered by Brother UK, will conclude at the end of 2020. Faced with an uncertain economic climate and a difficult sponsorship environment, team owner – Cherie Pridham – the domestic sport’s most experienced manager, has decided not to continue with the team into 2021.

After 11 years running a UCI continental team, Pridham has decided to take a break from the domestic scene given the scarcity of major sponsors and the continuing uncertainty of the COVID-19 pandemic.

Pridham, a British Cycling committee member, vowed to remain in the sport and to continue to place her vast experience at the service of a scene she described as “close to my heart” and a decision which was “one of the most difficult I’ve ever made.”

Masterminding victories at races home and abroad Pridham is a well-known figure domestically and Internationally given her former career as a professional rider and as the only female team owner/directeur sportif of a male UCI continental team. She is held in high regard due to her ability to bring the best from Olympic champions and developing talents alike.

Pridham went on to say “I’d like to thank all of our sponsors, particularly Vitus and Brother UK, for their unwavering support and assistance. In addition, all the riders and back office team I’ve worked with who have all contributed to our success over so many years.”

Phil and Cherie on the Day Ahead Charity ride on the Tour of Britain

Phil Jones MBE, the Managing Director of Brother UK, said he supported Pridham’s decision and thanked her for the professional manner in which she and her riders had represented the brand throughout their three-year sponsorship.

“It’s always a sad time when a team concludes its activities, but as a business leader, I’m keenly aware of the new economic realities created by Covid and understand Cherie’s decision entirely,” he said.

Chris McGlinchey, of Vitus commented “Vitus have had a fantastic 3 years with Cherie and enjoyed being a part of the team’s journey, the staff and riders provided Invaluable feedback on our bike development. 2020 has been an extremely difficult year for professional sports and the team adapted extremely well turning to creating great content and participating successfully in the fast-growing E-Sports scene, that Is a credit to Cherie’s commitment to the teams sponsors and partners. We have no doubt Cherie will be back in the future. From everyone at Vitus thank you for the past 3 years. ”

The team will continue up until the end of 2020, participating in e-racing and other activities.