Colorado investors Rick and Richard Schaden have  announced they are investing $10 million into the Quiznos Pro Challenge bike race, The Denver Post reports.

The 20-year majority shareholders of Quiznos and founders of Denver’s Consumer Capital Partners said the investment ensures the race will have the financial backing to ensure it will “be around for a long time.”

Organizers also said television deals are being sought to deliver live coverage of the event. A formal announcement of the TV deal should come in the next couple of weeks.