About Cycling Marketing
About Cycling Marketing
Exploring how pro cycling tells its stories.
Spotting campaigns, activations and creative tactics from brands, teams and events that use the sport to reach audiences, build identity and create lasting engagement.
Update Jan 12, 2026: As the current edition concludes today, the focus shifts to a major milestone: The organizers have officially announced the 60th anniversary for 2027. This signals long-term commercial stability and a commitment to a business model where…
A different approach to Tour de France brand activation – and an award-shortlisted one During the Grand Départ of the Tour de France in Lille 2025, Van Rysel chose a different approach to a Decathlon Tour de France activation. Rather…
CUPRA will serve as Official Car Partner for Movistar Team during the 2026 and 2027 seasons. The deal supports the oldest active WorldTour team and Spain’s only squad in cycling’s top tier. The partnership covers all team categories: men’s, women’s,…
A four-year partnership that strengthens the team’s development and future direction From 2026, the team will race under a new name: Unibet Rose Rockets. The change follows a four-year agreement that makes Rose Bikes both title partner and official bike…
The Strategic Value of Virtual Presence for Cycling Brands Digital sponsorship and brand activation are redefining how the cycling industry views virtual training platforms. What used to be a simple training setup has fundamentally changed in recent years into a…
A long-term sponsorship focused on health, purpose and continuity in professional cycling On World Diabetes Day, Team Novo Nordisk announced the extension of its partnership with global healthcare company Novo Nordisk for another five years, through 2031. The agreement continues…
A Name Built on Cultural Ground The Cinelli Vigorelli carries the name of Milan’s Velodromo Maspes–Vigorelli, a venue woven into the fabric of Italian cycling. It’s the same track where riders like Fausto Coppi and Jacques Anquetil once attempted and…
The Tour de France reached over 1 billion live TV viewings in 2025, with 150 million viewers in Europe. This article compares its media reach to Giro d’Italia and Vuelta a España. Understanding the Media Visibility and Sponsorship Structure of…
Why the Cycling Ticketing Debate Matters In autumn 2025, a renewed discussion emerged: Should spectators pay admission fees to watch road races live? Consequently, ASO made it crystal clear in November that cycling ticketing is “absolutely not on the agenda”.…
Zwift’s Strategic Move to Elevate Women’s Cycling Through 2029 Zwift’s renewed partnership with the Tour de France Femmes avec Zwift represents an important next step in the evolution of women’s cycling. Looking back, the 2024 edition was one of the…
The Union Cycliste Internationale (UCI) and Tissot have solidified their Tissot UCI partnershipfor another decade, marking a significant milestone in the world of cycling sponsorship. Furthermore, this collaboration emphasizes the importance of precision in sports and highlights the emotional connection…
The Business of Cycling: More Than Just Visibility As cycling enthusiasts, we recognize that the sport is not just about the race; it is, rather, a narrative filled with passion, strategy, and community. At Lead Out, we therefore delve into…