Shimano and Vätternrundan extend partnership – enhancing the service village

Shimano continues as an official partner of Vätternrundan, ensuring a smooth participant experience when unexpected problems arise. At the same time, Shimano’s engagement now extends beyond the service village for Cycling Week 2026, with Bike Check services and product showcases.

During recent Cycling Weeks, Shimano has been on-site with its top mechanics, ready to quickly resolve unforeseen issues.

“Cyclists need to know that if they happen to bring a broken bike, we can provide fast on-site service,” says Jonas Bjelkmark, Nordic Commercial Manager at Shimano Nordic.

“We are pleased that Shimano is extending its partnership with us and strengthening its event presence. Shimano are experts in service and customer care. They understand how important events and experiences are to cut through the digital noise,” says Jessica Nilsson, Sponsorship Manager at Vätternrundan.

Beyond the service village, Shimano is now introducing a Bike Check for all cyclists who want a pre-ride inspection of their bike. They are also bringing their international event trailer to present product news and offer expert knowledge across multiple areas.

“Few, if any, events in Northern Europe gather so many cyclists while also reaching the full spectrum – from beginners and everyday riders to elite athletes. With Shimano’s presence, on-site service, Bike Check, and product presentations, participants get direct access to expert help, inspiration, and the latest technology. This truly enhances the Cycling Week experience,” says Jessica Nilsson.

“Cycling Week is a festival for everyone. As a global brand, it is an invaluable platform for us to meet cyclists from all corners of the world – as well as spectators who use their bikes in everyday life,” adds Jonas Bjelkmark.

Shimano also has 100 Service Centers in Sweden, where cyclists can service their bikes even before Cycling Week begins.

For further information:

• Jessica Nilsson, Sponsorship Manager, Vätternrundan, +46 70 515 58 90
• Jonas Bjelkmark, Nordic Commercial Manager, Shimano Nordic, +46 18 56 16 19