September 9, 2019

Trek Bicycle & Third Space Brewing announce partnership

Burgeoning brewer bets on Wisconsin’s biggest bike race

(Waterloo, WI/Milwaukee, WI) – Trek Bicycle and Third Space Brewing have announced a partnership that will see Third Space Brewing become the official beer sponsor of Wisconsin’s most prominent bike race, the Trek CX Cup. Scheduled for September 20-22 at Trek’s Waterloo, WI-based global headquarters, the Trek CX Cup concludes Sunday, September 22 with the Telenet UCI Cyclo-cross World Cup Waterloo. Now in its seventh year, the Trek CX Cup is one of North America’s largest cyclocross races and one of only two North American World Cups. This will be Trek’s third year hosting a World Cup event, a race that has garnered more than ten million global viewers in previous years.

In addition to supplying the Trek CX Cup with a variety of its fantastic year-round and seasonal brews, Third Space Brewing will create a special beer for the Trek CX Cup. Amateur racers will also be treated to two special Third Space Brewing race opportunities with the Third Space Brewing Legends Races on Friday and Saturday evenings beginning at 5:00 pm. The Third Space Brewing Legends Races are open races where riders race in costumes alongside professional cycling luminaries Sven Nys, Jens Voigt, and mountain bike legend Cam McCaul. Trek CX Cup and Third Space Brewing fans can also register to win a brand new Trek bike or a private 25 person tour at Third Space Brewing through a promotion at participating Madison and Milwaukee-area Third Space retailers. Individuals can also register for the contest at the “Trek to Third Space Party” the brewery is hosting at its Milwaukee taproom on Sunday September 8th.

“We are excited to work with a model Wisconsin company like Trek for this signature event,” said Third Space Brewing Co-Founder and Director of Sales and Marketing Andy Gehl.  “Like Trek, Third Space Brewing cares deeply about our customers and our community. We look forward to working with Trek to create a fantastic party for bike and beer-lovers alike.”

“Having a partner like Third Space is perfect for an event like Trek CX Cup,” said Trek Bicycle Chief Financial Officer Chad Brown. “This event is on the world stage and we like to showcase as much of our home state as possible. Third Space is a natural fit for a fun, Wisconsin-style event.”

The Trek CX Cup culminates with the Telenet UCI Cyclo-cross World Cup Waterloo on September 22nd from noon to 5pm and is free to attend for all ages. All racing takes place at Trek’s Waterloo, WI headquarters and parking for the event is free. The event also features concessions, live DJ, a Third Space beer garden, and a family-friendly atmosphere.