E-bike manufacturer Haibike has signed up as the Sea Otter Classic's first official e-bike sponsor for 2017 and 2018.
The two-year deal will see the German bike manufacturer become the named sponsor of the event's e-bike race, which now has the toung-twisting title of the "Haibike eMTB Race ePowered by Bosch."
The Sea Otter Classic is the world's biggest cycling festival and sees 10,000 athletes and 70,000 spectators take to the fields of Monterrey, California, for four days of cycling goodness.
Last year saw the event delve into the world of e-bikes for the first official time as they put on the first e-bike race, where Haibike bikes were available to hire.
It was off the back of that successful venture that Haibike decided to make their relationship with the Sea Otter Classic official.
Ken Miner, Haibike's U.S sales director told Bike Biz that the e-bike race last year was a phenomenal success, and that all of the Haibike demo bikes saw use during the event.
He said "E-bikes continue to be the fastest growing segment of the cycling industry and Sea Otter is the ideal venue for us to show off our latest and greatest products."
Meanwhile, the president and CEO of the Sea Otter Classic, Frank Yohannan, said: "We are thrilled to have Haibike come aboard as our official e-Bike sponsor for 2017 and 2018.
"Having such a big player in the e-bike industry join us to support our celebration of cycling will be instrumental in bringing this segment of the cycling industry to our audience."