By Susan Westemeyer
There will be a new name and a new color in the ProTour peloton in 2007, as Davitamon-Lotto will disappear and be replaced by Predictor-Lotto. Main sponsor Omega Pharma will be sending stars like Robbie McEwen, Cadel Evans, and Leif Hoste out in new "salmon pink" jerseys of the same color as the packaging of the "best known product in the Predictor range" according to the team's website on Tuesday. That best-known product is a pregnancy test kit.
Omega Pharma, a multinational pharmaceutical company, has seven main lines of products, including Davitamon and Predictor. The Davitamon line includes nutritional supplements. "After four years of sponsorship, all objectives in the field of brand awareness have been met for Davitamon. From this basis, Davitamon can now continue to grow on its proper strengths. Consequently, there is room for another brand to benefit from this powerful marketing support tool," the team said. "The international brand Predictor has been selected to succeed Davitamon as main sponsoring brand of the ProTour cycling team."
Predictor is a line of home diagnostic tests, such as the pregnancy test." Similar to the objective for Davitamon at the beginning of the sponsoring program, Omega Pharma has the ambition to double the turnover of Predictor in five years' time, thanks to the introduction of line extensions and investments in brand awareness," the team noted.
"The first designs of the team wear will soon be finished and will also feature the names of the co-sponsors like: Brustor, Q8, and Creyf's. The main color will be the salmon pink tint that is used for the packaging of the best known product in the Predictor range, the pregnancy test kit," according to the team's website.