Visit Virginia’s Blue Ridge Extends Sponsorship with UCI TWENTY24 Pro Cycling

December 6, 2024

Strategic Partnerships with Virginia Tourism Corporation and Berglund Automotive, Riverdale - Roanoke, Position Virginia as a Premier Sporting Event Destination

Roanoke, VA – December 6 /ENDURANCE SPORTSWIRE/ – TWENTY24 Pro Cycling is thrilled to announce the continuation of its partnership with Visit Virginia’s Blue Ridge (VBR) for 2025, joined by the Virginia Tourism Corporation under the inspiring brand, Virginia is for Mountain Lovers. This collaboration celebrates a landmark 2024 season—highlighted by Olympic gold and victories across road, gravel, and track racing—and solidifies Virginia’s reputation as a premier destination for elite cycling and outdoor recreation.

“TWENTY24 has helped Virginia’s Blue Ridge strengthen our reputation as a world-class cycling destination. A premier women’s cycling team relocating their headquarters showed USA Cycling that Virginia’s Blue Ridge was a serious contender for hosting their championship events, such as their Amateur Road Race National Championships (2022, 2023) and Mountain Biking National Championships (2025, 2026). Visit VBR is thrilled to continue providing a home training base for Virginia’s Blue Ridge TWENTY24 as the team becomes Virginia’s Blue Ridge TWENTY28 and sets their sights on Los Angeles in 2028.” – Landon Howard, President of Visit Virginia’s Blue Ridge

Virginia’s Blue Ridge, with its world-class cycling infrastructure, unparalleled natural beauty, and robust sporting facilities, is emerging as a leading sporting event destination in the United States. In addition to hosting national-level cycling championships, regional events, and training camps, the region is home to numerous NCAA events spanning multiple sports. These competitions bring athletes, teams, and spectators from across the country, further solidifying the area’s reputation as a hub for high-performance athletics. The region also benefits from a strong grassroots cycling community, including Star City Cycling, a local club with over 150 junior athletes, fostering the next generation of cycling talent. This thriving ecosystem has drawn a growing pipeline of junior athletes attending Roanoke College, team athletes relocating to the area, and major championships that deliver significant economic and cultural impact to Virginia.

“Virginia Tourism Corporation is delighted to extend our partnership with TWENTY24 Pro Cycling,” said Rita McClenny, President & CEO of Virginia Tourism Corporation. “Our partnership highlights VTC’s commitment to marketing Virginia as a premier destination for sports tourism and outdoor recreation. As we continue to host prestigious sporting events and welcome top athletes, Virginia gains not only in economic impact but also in promoting our rich cultural and natural heritage. Virginia is for Mountain Lovers indeed, and we are proud to showcase the unique blend of adventure and hospitality that the Commonwealth offers to visitors, residents, and elite athletes alike.”

The renewed partnership builds on the region’s growing reputation as a premier sporting destination, bolstered by the state’s commitment to showcasing Virginia’s unique blend of rugged terrain, accessible amenities, and community-driven support for sports tourism. These efforts aim to attract world-class athletes, major events, and outdoor enthusiasts to the area.

Berglund Automotive has reaffirmed its invaluable support for TWENTY24, continuing to provide high-performance vehicles that are essential for ensuring seamless operations at high-profile events and races. Additionally, Riverdale Roanoke serves as the headquarters for the team, offering an inspiring space for collaboration, innovation, and athlete development. Together, these partnerships are key to driving the team’s success both on and off the road.

“Our partnership with Visit Virginia’s Blue Ridge and Virginia Tourism Corporation highlights the incredible local support that makes this region a vibrant hub for cycling and outdoor recreation,” said Nicola Cranmer, Founder and General Manager of TWENTY24 Pro Cycling. “The community’s commitment to investing in Virginia’s sporting identity is instrumental in attracting world-class athletes and events, creating unforgettable experiences for both competitors and fans.”

Other major partners supporting the 2025 season include:

• Zwift: The global leader in virtual training and racing continues to empower women’s cycling worldwide, providing innovative platforms that inspire female athletes of all levels.
• Felt Bicycles: Celebrating 15 years of partnership, Felt Bicycles remains at the forefront of the team’s performance success. Under new leadership, Felt and TWENTY24 are poised to elevate their legacy in elite cycling.
• Cotton Sox: As the newest addition to the TWENTY24 family, Cotton Sox brings a personal passion for women’s cycling. The Kims, formerly associated with DNA Pro Cycling, extend their commitment to empowering female athletes.

“This partnership highlights the incredible potential for Virginia to grow as a premier sporting event destination,” said Cranmer. “It’s not just about races—it’s about building a lifestyle and community around cycling and outdoor recreation that inspires athletes, families, and fans to make Virginia their destination of choice.”

The partnership between Virginia’s Blue Ridge (VBR) and Virginia Tourism Corporation (VTC) with TWENTY24 Pro Cycling exemplifies the power of sports marketing to promote tourism. As the team competes in high-profile events across the nation, they serve as rolling billboards, showcasing Virginia’s breathtaking landscapes and world-class cycling opportunities to diverse audiences. Through branded jerseys, team vehicles, and media coverage, the team creates a dynamic platform to highlight the region’s unique attractions and outdoor recreation. This collaboration not only elevates Virginia as a premier destination for cyclists but also drives economic growth by inspiring travelers to explore everything the state has to offer.

Full list of partners: Virginia’s Blue Ridge, Virginia is for Mountain Lovers, Zwift, Cotton Sox, FELT Bicycles, Violich Farms, Berglund Automotive, Atlantic Union Bank, Carilion Hospital, GroundForce IT, Domestique Foundation, Velotec, Oakley, KASK helmets, SRAM, PACE Ranch, Velo Saddles, Training Peaks, City Space (Riverdale, Roanoke) Arundel Cages, Hyperice, Park Tool, Seasucker Racks, Sock Guy, McNeil Roofing, The Original Stick, USA Cycling Foundation, Victory Circle Graphix, Cardinal Bicycle, KX3 Performance Coaching, Barbara Kreisle Photography, Roanoke Gas, Gentry Locke.

About Virginia’s Blue Ridge TWENTY28
Founded in 2005, Virginia’s Blue Ridge TWENTY28 is a professional women’s cycling team dedicated to fostering athletic and educational excellence. Over its 20-year history, the team has become a global powerhouse, producing Olympic and world champions while supporting junior development and academic achievement.

For more information, visit https://www.teamtwenty24.com/

About Visit Virginia’s Blue Ridge

Visit VBR is the official destination marketing organization for Virginia’s Blue Ridge which includes the Cities of Roanoke and Salem and the Counties of Botetourt, Franklin, and Roanoke. The region is easily accessible via the Roanoke-Blacksburg Regional Airport (ROA), Interstate 81, and Amtrak’s northeast regional route. Virginia’s Blue Ridge (VBR) is nestled in the heart of the Blue Ridge Mountains and along the Blue Ridge Parkway, providing a metro mountain mix of exciting outdoor adventure with refined culture. 

For more information, visit  www.VisitVBR.com  

About Virginia Tourism Corporation

Virginia is for Lovers is one of the most iconic and recognizable travel brands in the world. Using that powerful brand equity, Virginia Tourism Corporation (VTC) is charged with promoting the Commonwealth as a premier travel destination by showcasing all there is to love in a Virginia vacation. The dollars spent by travelers fuel the economy, provide jobs for Virginians, and improve communities across the state.

For more information, visit https://www.virginia.org/

***Image: 2024 Team by Brian Hodes***

Media Contact: Nicola Cranmer
Email: teamtwenty24@gmail.com
Cell: +1 415 246 8791