April 2 - A company which produces indoor cycling training videos has become the first major sponsor of the International Cycling Union (UCI) Women's Road World Cup.
The Sufferfest will have its messages included in promotions clips for the World Cup on television and online.
The partnership will also see The Sufferfest and cycling's governing body "work together to promote women in cycling and develop concepts".
One of these "concepts" is a UCI Women's Road World Cup day to be advertised through the network of gyms The Sufferfest engage with.
"The Sufferfest is well known for their effective training videos and the UCI Women's Road World Cup is one of the most challenging series in any sport, so there is a natural synergy between our respective organisations," said UCI President Brian Cookson.
"Bringing them together makes perfect sense.
"Following the recent announcement relating to enhanced broadcast coverage, this is another significant development for women's cycling and we will continue to build on the momentum we have established."
The deal follows the announcement that all nine races on this year's World Cup calendar will be broadcast around the world, including by the BBC in Great Britain, RAI Sports in Italy and Canal + in France.
David McQuillen, founder of The Sufferfest, said: "Our short history shows the commitment we have to women's cycling and this new partnership with the UCI is a natural progression for us.
"Three years ago we created a cycling training video featuring women's professional racing and since then we've continued to build on our content featuring the best female cyclists in the world.
"We are now looking forward to our investment supporting the UCI Women's World Cup and continuing to assist with the growth of women's cycling."
The first leg of the World Cup was in the Netherlands last month, with a race in Italy last weekend.
Lizzie Armitstead leads the points standings after two races
The Tour of Flanders on Sunday (April 6) will act as the next leg.
It is due to end in France on August 30.
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March 2014: UCI Women's Road World Cup to enjoy enhanced broadcast coverage
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