News in the Partnership Between Vätternrundan and Canyon Bicycles

The long-term partnership between Vätternrundan and Canyon Bicycles continues. The focus is on enhancing the participant experience during the events, while also creating social communities for cyclists throughout the year. More people should have the opportunity to experience the sense of community that cycling offers and receive guidance in their personal challenges.

Oskar Sundblad, CEO of Vätternrundan, strongly believes in the continued opportunities within the partnership.
– Canyon is a strong and innovative brand that shares our vision of inspiring people to get active and take on new challenges. Their decision to extend and deepen the collaboration for another three years is a clear confirmation that together we are creating value for cyclists.

The partnership will include, among other things, on-site activations during the events, test bikes, and technical support. At the same time, joint initiatives will be launched to further strengthen and grow cycling communities.

– We are very proud to deepen our collaboration with Vätternrundan. For us, it is a natural platform where passionate cyclists come together, from recreational riders to experienced endurance cyclists. Over the next three years, we look forward to creating even more value for participants and contributing to the development of cycling in Sweden, says Anders Lundqvist, Marketing Manager Sweden and Norway at Canyon Bicycles.

The strategic partnership further strengthens Vätternrundan’s position as an internationally attractive cycling event. It also reinforces its role as a platform that brings recreational cyclists together year-round to share experiences, enjoy the sport, and gain new knowledge.