Electronics manufacturer Sharp has signed up as co-sponsor of the British Rapha-Condor outfit, and the squad will now be known as Rapha-Condor-Sharp.
"Our partnership with Rapha Condor marks a turning point for Sharp as a brand in the UK and we are thrilled to be supporting the huge potential growth of British professional cycling," said Sharp UK managing director Paul Molyneux. "On behalf of Sharp, I'd like to wish the team the best of luck in achieving its goals for 2010 and beyond - we'll be right behind you!"
The new Rapha-Condor-Sharp team kit and team bike will be officially launched on January 28, 2010, at the team's new season presentation.
Sharp started its relationship with the team at the end of 2009, when the company partnered the squad's Prostate Cancer Charity efforts.
The new sponsor will make a big difference in more than the team's name, though. The small team had some major wins last season, including the national road title and the overall title in the FDB Insurance Ras. Team manager John Herety now has his eye on a strong performance at next year's Tour of Britain.
"That is the area where I want us to get better this year and with the investment from Sharp we have the riders and the programme to deliver them to that objective in peak form,” he said, “so long as we get an invite of course!"
Read more about the announcement on the Rapha Condor site.