Don’t say Circus-ReUz-Technord anymore, say Charles Liégeois Roastery CX. From 1st of January 2024, Belgian coffee roastery Charles Liégeois becomes the first title partner of the cyclocross team directed by the structure of Jean-François Bourlart.
The Belgian team, which was created in 2020 under the name Tormans CX, was looking for a new title partner since the beginning of the winter to ensure its future. Charles Liégeois, a family company based in Thimister in the Liège province, saw the opportunity as the perfect project to develop its notoriety everywhere in Belgium, especially in Flanders, for at least the next two winters.
From 1st of January, Charles Liégeois Roastery CX will line up in its new colours, in a kit produced by new clothing partner Verge Sport and designed in line with the one of the UCI World Team which was presented this Tuesday 26th of December. Charles Liégeois Roastery appears on the breast and on the back of the riders, but also on the sleeves and the thighs. The logo of Cube Bikes, the loyal German bike partner, is shown on the shoulders whereas Herock, work and protective wear specialist who will dress all riders and staff of the structure Intermarché-Wanty in 2024, slides on the sides of the jersey. The breast shows a link to the structure Intermarché-Wanty, to Atar, printer house and historical Swiss partner, to Alpha Motorhomes, provider of campers for all cyclocross riders during the winter, and to technical partners Cube, uvex and Verge Sport. RTL Play, the streaming platform on which you can notably watch several cyclocross races, is positioned on the collar of the athletes.
The chapter Charles Liégeois Roastery CX starts this Monday 1st of January in Baal, where Thijs Aerts and Arne Baers will inaugurate their new neon yellow and navy blue kit, before being joined by Julie Brouwers and Gerben Kuypers in Koksijde on 4th of January. Kevin Kuhn and Lauren Molengraaf will race with the new kit for the first time in the World Cup in Zonhoven on 7th of January before preparing the national championships. The whole team Charles Liégeois Roastery CX is keen on writing new glorious lines to the story which was launched in 2020 and already counts numerous national titles (Belgium, The Netherlands, UK, Luxembourg, Switzerland, …) but also continental (Europe) and even two world titles in January 2022 with Zoe Bäckstedt and Joran Wyseure.
Since its creation, Charles Liégeois embodies an authentic brand, proud of its Belgian roots and close to its consumers. A brand that has become a symbol of generosity in every sense of the word. So it was in a very natural way that the decision was made to invest in cyclocross, a fantastic sport which shares the same values.
Because cyclocross is first and foremost a sport that demands generosity at all times: the effort is intense and constant. It’s all about “giving it your all”, and giving the best of yourself. Just like the Charles Liégeois coffee each time you taste it. This sport is also a Belgian story: like Charles Liégeois, it was born in Belgium. Today, millions of Belgians are passionate about the sport, and it is a favourite in both North and South.
Today, cyclocross magnifies the means of transport for a sustainable future: Charles Liégeois also contributes to this every day, with an ambitious roadmap for 2030. Cycling in particular embodies the current change in society, and Charles Liégeois intends to embrace it throughout the whole process.
Last but not least, cycling is a very popular sport, which can be practiced by any passionated person and whose champions are close to their fans: like Charles Liégeois, cyclocross is a sport that is close to people, accessible for all and bringing together as many people as possible.
“In the beginning of 2020, we were the only Walloon team to take on a challenge in cyclocross in a rather Flemish landscape, alongside our road team. This project is close to our heart and that’s why, after three successful seasons under the name Tormans CX, we wanted to pursue with another title partner. We’re very proud to announce that Charles Liégeois Roastery will take on this role from 1st of January 2024. The Liégeois family knows our project since they support it through the Want You Club for a long time already, but they saw in our structure an interesting potential to develop the commercialisation of their coffee brand on a national scale. We will give them our full support in this endeavour and hope that more partners will follow their example in the near future. Together, riders and staff, we're looking forward to great moments during this next long chapter. Thanks to this new association, we also hope to stimulate the ambition of young Walloon riders to practice cyclocross, such an atypical, attractive and spectacular sport, with the dream of soon seeing the first French-speaking Belgian champion in the colours of Charles Liégeois Roastery anytime soon.”
“Our cyclocross project has known a remarkable start the first three seasons with national, European and world titles in the youth categories from our second winter. Thanks to the support of Charles Liégeois Roastery we can pursue our successful operation in the next few years. Just like at the start, our purpose remains the same: to scout young talents and to enable them to progress step by step, thanks to individual coaching and creating an environment in which we can all push each other to a higher level. We’ll continue working with the whole structure, in a transversal way. Our ambition is to reach the highest possible level with our pro riders in cyclocross.”
“The arrival of our new title sponsor Charles Liégeois Roastery has been greeted with great enthusiasm within our team. It is one of the main Belgian coffee roasters, a family company of which we are pleased to become its ambassadors. We met the Liégeois family and its employees in the World Cup in Namur and welcomed them to experience the race from inside our team. The thousands of fans on the Citadel showed how popular this sport is in Wallonia. As riders we can only hope that our discipline continues its development on this side of the language barrier. I’m convinced that with a partner such as Charles Liégeois Roastery, and as a Walloon team, we can have an impact. We can’t wait for 1st of January to show our nice Charles Liégeois Roastery CX jersey for the first time!”
“Our aim is to always continue developing our coffee brand Charles Liégeois Roastery, the life’s work of our father. It is in a very natural way that we were attracted by the cyclocross project of Jean-François Bourlart, whose values are perfectly in line with ours. In this sports discipline, the victory is only possible through full commitment: that’s also the driving force behind the family that founded and has run the brand for three generations. By associating its image to cyclocross team Charles Liégeois Roastery CX and becoming its title partner, Charles Liégeois hopes to highlight all the values it shares with cyclocross and to spread the Charles Liégeois name throughout the country. Each race will also be an opportunity to meet its consumers and conquer new ones. With all the generosity that characterises him.”
About Charles Liégeois Roastery
Guided by the love of coffee, Charles Liégeois began roasting in 1955 and, from year to year, from trip to trip, sharpened his knowledge and his mastery of roasting which he passes on to his sons and grandson.
Now it is them, Benoît, Michel and Quentin, who every day select the beans, compose the blends and adjust the roasting, surrounded by women and men who are passionated just like them.
Today, Charles Liégeois Roastery is a major player in roasting in Belgium. A recognition that has been forged over generations, around strong values that we transmit as generously as possible with our coffee.
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