DENVER – Colorado investors Rick and Richard Schaden last week announced they were investing $10 million into the Quiznos Pro Challenge bike race scheduled to traverse Colorado’s high country in August.

The 20-year majority shareholders of Quiznos and founders of Denver’s Consumer Capital Partners said the investment beyond the sandwich company’s sponsorship ensures the race will be around for a long time.

“This investment further demonstrates our commitment to the future of the Quiznos Pro Challenge,” race owner Rick Schaden said in a statement. “Showing financial stability in addition to sponsorship showcases the event’s potential for longevity in the international sports arena.”

---

---

The Schadens’ support gives the Quiznos Pro Challenge “vision, strong financial commitment and patience,” said Shawn Hunter, a veteran sports executive who helped establish the Tour of California and was recently tapped to serve as co-chairman of the Quiznos race with Rick Schaden.

Hunter said Denver billionaire Philip Anschutz’s ownership support of the 7-year-old Tour of California has grown that race into the largest cycling event in the U.S. Coloradans can expect the Schadens to do the same. With the $10 million investment, team sponsors, USA cycling and all the other sponsors can feel safe directing their time and money into the race.

---

---

“They know this event will be around for the long term,” he said.

Hunter said lawyers are perusing a television deal that will deliver live coverage of the event, a huge bonus for host cities like Salida, Gunnison, Aspen and Crested Butte. A formal announcement of the television deal should come in the next couple of weeks.