The team also announced new sponsors for the 2010-2011 season. Kenda Tires signed on as presenting sponsor for the upcoming season. The Jelly Belly Cycling Team presented by Kenda plans to contest the NRC Calendar in the US and several UCI races overseas. More new sponsors signed for the season and providing equipment are Focus for bicycle frames, Pactimo apparel and DeFeet socks.

With the commitments from Jelly Belly and Kenda Tires, Team Director Danny Van Haute has signed several new riders, most notable Mike Friedman, formerly of Team Garmin-Slipstream. Friendman was on the '08 US Olympic team for track cycling and is expected to bring a depth of experience to Jelly Belly. Anthony Colby is also new and a veteran climber, along with Jonathan Chodroff who is a time trial specialist.

To add more spark Sena Mazich and Kaevin Stolier, both move up from the Waste Management team, Jelly Belly's feeder team. Two additional rdiers Jacob Rathe and Carter Jones will ride for the U23 National Team and will join Jelly Belly at key races.

Five returning riders have been the heart of the team for several years now. Brad Huff, Bernard van Ulden, Keil Reijnen, Will Routely and Jeremy Powers are the core team members who have helped bring the team record to new heights in the last two seasons.

The team's 2010 team camp begins on February 9 in San Marcos, California, USA.