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LA CROSSE, Wis. — Kwik Trip Inc. will serve as title sponsor of the Quad Cities Criterium, a bicycle race held each year on Memorial Day, hosted by the Quad Cities Bicycle Club.
It will now be known as the Kwik Star Criterium, reported the Dispatch-Argus.
This year's event kicks off in Davenport, Iowa, on May 29.
"Kwik Star is proud to be involved with the Quad Cities Criterium," the company said in a statement. "The race has a great history and long tradition, so we are grateful for the opportunity to help support an event that benefits the Quad-Cities and our surrounding communities."
The Criterium was first held in 1965 and moved to Memorial Day a decade later.
"We are excited to have Kwik Star become the title sponsor of the Quad Cities Criterium, a staple of Midwest bike racing for many years," said Quad Cities Bicycle Club member John Harrington. "While our race draws racers from all over the country, the core of our ridership and spectators are from Iowa and the surrounding states."
La Crosse-based Kwik Trip Inc. operates more than 550 convenience stores and other outlets in Wisconsin, Minnesota and Iowa.