SRAM Named Presenting Sponsor of Chicago Grit

June 27, 2025

Series finishes in Fulton Market, in front of SRAM headquarters

Chicago, IL (June 27, 2025) /ENDURANCE SPORTSWIRE/— Chicago Grit is proud to announce SRAM as the presenting sponsor of the 2025 event, marking a powerful union between one of the world’s top cycling component brands and one of the largest road cycling events in America.

Founded in Chicago and headquartered in the heart of Fulton Market, SRAM has long been a global leader in bike innovation, with a family of brands including Hammerhead, Quarq, RockShox, TIME, Truvativ, and Zipp. But this partnership isn’t just about logos on banners—it’s about legacy, home turf, and the shared spirit of the riders who bring the race to life.

“There’s no better partner for Chicago Grit than SRAM,” said Chicago Grit Managing Partner Tom Schuler. “They’ve shaped the sport globally—and they’ve always stayed true to their Chicago roots. We’re incredibly thankful for their support, and we’re excited to race past their front door on the final day. This partnership is personal—for both of us.”

The 2025 series runs from July 18–27, highlighting 10 days of world-class criterium racing, community festivals, and family fun across ten vibrant Chicagoland communities-culminating in a final day of racing through Fulton Market, the only in-city criterium of its kind in America. Riders literally sprint past the global headquarters of SRAM, the company that helped shape the sport they love.

“We’re beyond excited to partner with Chicago Grit,” said Stefan Wyman, SRAM Sports Marketing Director. “This event showcases everything we believe in: incredible athletes, iconic streets, and the power of bikes to bring people together. For us, it’s personal. These are our neighborhoods—and these are our riders.”

Chicago Grit is one of the largest road series in America – with riders from 44 states and 15 nations in 2024—and the final day in Fulton Market is the crown jewel. As the race barrels through the West Loop, SRAM’s headquarters becomes the backdrop to a high-speed showdown between the top teams in the country as part of the American Criterium Cup.

“Our finale at Fulton Market is unlike anything else in U.S. racing,” said Schuler. “Racers don’t just pass SRAM’s front door—they tear through the heart of the West Loop in front of thousands of fans. It’s one of the only in-city crits of its kind, and SRAM’s support makes it even more meaningful.”

The synergy between SRAM and Chicago Grit runs deeper than geography. Today’s top cyclists are multi-disciplinary athletes, moving between road, gravel, mountain, and track—and SRAM’s family of performance brands including RockShox, Zipp, Quarq, Hammerhead, and TIME are built to support them all. It’s a natural fit for a series that brings elite athletes to neighborhoods across Chicagoland and transforms race day into a full-blown festival.

From beer gardens and bounce houses to live music and family bike rides, each host town turns race day into a celebration of local spirit and high-speed competition. And with SRAM’s support, 2025 is set to be the most exciting and impactful edition yet.

“SRAM is a company that doesn’t just make bike parts—they support riders, communities, and the growth of the sport itself,” said Schuler. “We couldn’t ask for a better partner to help us bring Chicago Grit to life in a bigger, bolder way.”

For more information about the Chicago Grit series please visit https://chicago-grit.com/ or contact Bekah Collins, bekah@goodnewscommunications.com, 520-481-1184.

About Chicago Grit

Chicago Grit, formerly the Intelligentsia Cup, is a premier cycling race series held annually in Chicago. Known for its challenging courses and vibrant community atmosphere, Chicago Grit is among the largest road series in America, offering a unique blend of competitive racing and local engagement. Chicago Grit draws cyclists from across the nation, and the world, to compete in 10 races over 10 days. 2025 venues will include: West Dundee, Glen Ellyn, Winfield, Mundelein, Lombard, Brookfield, Northbrook, Elgin, Lake Bluff, and Fulton Market in Chicago.

About SRAM

Founded in September 1987 in Chicago, Illinois, with the introduction of its groundbreaking Grip Shift® technology, SRAM® has grown into one of the world’s leading manufacturers of high-performance bicycle components. Over its 37-year history, SRAM has remained committed to innovation across all cycling disciplines. The company has expanded its portfolio by acquiring some of the most respected and forward-thinking brands in the industry, including RockShox®, Zipp®, Quarq®, TIME®, Hammerhead®, and Velocio®. With more than 3,500 employees and operations in 16 countries, SRAM continues to inspire cyclists through cutting-edge product development and a passion for the ride.