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Posted On: February 13th, 2017

Madison and Maxxis announce UK partnership

Madison and Maxxis announce UK partnership

Maxxis, one of the biggest tyre manufacturers in the world, can today reveal a new partnership with Madison.

The deal means that an extensive range of products from the market leading tyre manufacturer will now be available through Madison’s sales teams, including its mountain bike, road cycle and BMX tyres. Maxxis will join Shimano, Garmin, Pearl Izumi, Lazer, Thor, Park Tool, Thule, amongst others, in Madison’s impressive portfolio.

The announcement comes at a time where Madison is gearing up to celebrate its 40th year serving cyclists and cycle dealers in the UK, and a pivotal moment in the expansion of the Maxxis brand beyond the mountain bike sector it has dominated for almost as long. Both milestones will be celebrated at the iceBike* and Sportline show taking place at Arena:MK on Tuesday 21 February and Wednesday 22 February, where the Maxxis Madison partnership will be officially unveiled.

This partnership with Madison is the latest stage in an aggressive UK growth strategy for Maxxis, as managing director of Maxxis International Derek McMartin confirms:

“Madison is an outstanding business, with a well-established and extensive dealer network. This makes it the perfect addition to help in our efforts to make Maxxis the de facto tyre of choice for all types of cyclists.

“Our short-term aim is to ensure that everyone that wants to ride or roll on Maxxis has the ability to purchase the products they want. Having Madison as a partner will further expand our channel opportunities and make our goal that much easier to achieve.”

As well as growing its commercial network, Maxxis has also moved to bolster its exposure to all types of cyclists through a number of sponsorship agreements this year. Including the recent additions of Spokes Cycling, Bike Channel Canyon and Maxxis 4 Racing professional road teams. Madison will use these new sports marketing initiatives as well as its own athletes and resources to help grow market share on the road, while maintaining the brand’s dominant position off the road.  Such as Madison Saracen Factory Race Team riding Maxxis Tyres.

With patented Double Down technology as well as many other product innovations, Maxxis works tirelessly to continually develop its products, making it a great addition to the existing Madison portfolio.

Dominic Langan, CEO at Madison and Sportline, said:

“Madison is looking forward to working with Maxxis with whom we share a common strategy to deliver the best service and products possible to our customers.”


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