Hermida thinks that "a professional rider must be aware that his job is not only racing, but also helping to communicate and promote the brands that back him up. The Merida-Multivan team makes a great job in that sense, but I see it as a rider responsibility to help them take care of the team image and my own's. It is an investment that everybody gets benefit from. wocow is an experienced company that can be the perfect partner to develop this task".

Eduard Aguilera, person in charge of wocow, explains that "it is a great honour for us to take care of the communication of a rider like Hermida. For many years he has been one of the best riders in the world and one of the few that has made of his image a brand. Nowadays, the value of a rider is not only measured by his results, but by many other factors, like the image and impact that he can generate. We are excited that a relationship of more than 10 years based on friendship and respect is now also linked in the professional field".