Sportsnet.ca, a division of Rogers Media, has signed-on as the title sponsor of the Queen's Park Grand Prix bicycle race. The event, which will take place in Toronto on Sept. 19, is being organized by cycle retailer Hello Vélo. Rogers will support the race through advertising and promotions on Sportsnet.ca, in Flare and Hello magazines, and on Citytv. "We've gained significant momentum with Sportsnet.ca coming on board," said Paul Parker, owner of Hello Vélo. "The resources that Sportsnet.ca brings in terms of marketing, web presence and access to new promotional vehicles puts us in a much better position to attract top pro teams, build excitement and draw new participants to the sport of competitive cycling."