After four remarkable years of partnership and numerous, significant accomplishments, the decision to end the sponsorship of Finish Line Racing has been a “difficult but timely decision” says Phil Kelly, Managing Director of Pro-Noctis.
The partnership between Pro-Noctis and the Finish Line Racing Team shared a vision of high performance, ambition, and a love of cycling. Over the past four years, the team has secured multiple domestic victories including national titles, established its place on the international stage as a UCI continental team, and fostered a new generation of exciting cycling talent.
The end of this sponsorship is not only a reminder of the ever-changing dynamics in professional sports; It underscores the importance of adaptability, resilience, and strategic foresight. It also heralds the beginning of a new chapter filled with potential and promise.
The support from the Pro-Noctis was never limited to financial backing; it encompassed performance coaching, team management, mindset training and support, all contributing to the team’s competitive edge. The strong relationship between Pro-Noctis and the team has been consistently evident through the results and the trajectory of the team’s performance.
Highlights include:
- National Circuit Race Champion 2021 with Jo Tindley
- National Road Series Team Champions 2021
- British Team Cup Winners 2021
- Tour Series Winners 2022
- National Circuit Series Team Winners 2022
- Lincoln Grand Prix 2023 Winners with Robyn Clay
- National Circuit Series 2023 Individual Winners with Corrine Side
- National Circuit Series 2023 Team Winners
- Curlew Cup Winners 2023 with Corrine Side
- Tour of Britain 2024 – 2 x Combativity Awards
Race Sponsorship:
- Rapha Lincoln Grand Prix presented by Pro-Noctis 2022
- Newark Town Centre Races presented by Pro-Noctis 2022 and 2023
The end of this sponsorship is not only a reminder of the ever-changing dynamics in professional sports; It underscores the importance of adaptability, resilience, and strategic foresight. It also heralds the beginning of a new chapter filled with potential and promise.
Reflecting on the past four years, Phil Kelly said “I could not be prouder of what the team have achieved on the bike. We started off as a little club team and grew and developed to racing against the best riders in the world at the 2024 Tour of Britain.
“But, this is the right time for us to move on. I have to pass on my huge gratitude to the team management, riders and supports staff who have week in, and week out committed themselves to our project and have rightfully experienced the success that positive collaborations can achieve.”
We started off as a little club team and grew and developed to racing against the best riders in the world at the 2024 Tour of Britain.
The decision by Pro-Noctis to end the sponsorship was predominantly influenced by the business growth plans. As Pro-Noctis continues to expand both nationally and internationally, recently opening a new office in Dubai, the company is undergoing a strategic shift in its investment priorities to align closely with its future goals and opportunities.
For the cycling team, this time signals a transition. In the immediate term, the team will need to navigate the logistical and financial adjustments that come with the end of a sponsorship. The foundations laid over the past four years by Pro-Noctis should provide a strong basis for future growth for both parties. As they part ways, the results of their collaboration will hopefully continue to inspire and shape the future of women’s cycling.
Interested parties looking to support women’s cycling can get more information by emailing: finishlinert@gmail.com.
