About Cycling Marketing
About Cycling Marketing
Tracking cycling’s shifting business landscape – from new industries and campaign trends to fan culture and technology shaping the sport’s future.
Zwift Games 2026 runs from February 16 to March 29 as the largest community racing event of the indoor season. The format includes five new race routes across five Zwift Worlds plus a bonus stage. Official partners Shimano, Oakley and…
Cycling performance technology sponsors have become a structurally relevant segment within professional road cycling. This analysis covers brands classified within the cycling performance technology sponsorship segment across 18 UCI WorldTour (men’s) teams and 14 UCI Women’s WorldTour teams for the…
ROUVY activates its partnerships with Team Visma | Lease a Bike and Lidl–Trek through a structured 2026 Winter Training Camp format. The platform, which enables users to ride real-world routes from home, combines official team training plans and specific workouts…
Last updated: 19 February 2026 Updates 19 February 2026 – Visma | Lease a Bike opens search for new title sponsor to stay in WorldTour top groupTeam Visma | Lease a Bike is actively searching for a new title sponsor…
British Cycling Ventures formalises commercial activity within the federation British Cycling Ventures has been established by British Cycling as a new, legally separate entity to manage and develop the organisation’s commercial activities. The move brings existing commercial operations into a…
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…
Pinarello doubles its Peloton presence through the collaboration with the Q36 5 Pro Cycling Team, eyeing two-team representation at the Tour de France. Starting in 2026, the team will race as Pinarello– Q36 5 Pro Cycling Team. For Pinarello, this…
The recent UCI Road World Championships in Kigali, Rwanda, marked a historic moment for British cycling. Harry Hudson, riding for Harrogate Nova Race Team, clinched the junior road race title, becoming the first Brit to achieve this feat. However, what…
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…