Flanders Classics organises the most important block of one-day races in the spring road calendar — Omloop het Nieuwsblad, Gent-Wevelgem, Dwars door Vlaanderen, the Tour of Flanders, Scheldeprijs, De Brabantse Pijl and Amstel Gold Race among them. Heading into 2026, the Belgian organisation has confirmed a wave of sponsorship news: one new partner joining for the full spring, two long-standing backers extending through 2028, a logistics brand stepping up to event level, and a women’s cycling programme renewed for three more years. Here is a full overview of the Flanders Classics sponsors in 2026.
Flanders Classics Sponsors 2026: What’s New This Spring
MyWhoosh Joins as New Partner Across the Spring Season
MyWhoosh — the free online cycling training platform — has signed a partnership with Flanders Classics that runs across the entire spring season, from Omloop het Nieuwsblad to Amstel Gold Race, with Brussels Cycling Classic included and the collaboration continuing into the cyclocross winter.
The approach is deliberately physical rather than digital: MyWhoosh will show up at each race with live product demonstrations, giveaways and direct conversations with fans on the roadside. Matt Smithson, Director at MyWhoosh, was blunt about the reasoning: “The Classics are cycling at its purest. Cobbles, wind, noise, suffering and fans who genuinely care. The holy week is where the sport breathes the loudest. The fans aren’t there for hospitality, they’re there because they love it. That’s the community we want to speak to. We don’t want to sit behind a screen and say we’re part of the sport. We want to stand on the roadside, talk to people, hear what they think, and show them what we’re building. MyWhoosh is free. It’s performance-driven. And it’s built for cyclists. Being here with Flanders Classics is about earning our place in the community, not assuming it.”
Tomas Van Den Spiegel, CEO of Flanders Classics, welcomed the fit: “A partner that is committed to engaging cycling fans pleases us greatly. We want to make every event in our portfolio a real experience — and with its virtual platform, MyWhoosh ties in with our pillar of innovation.”
The Flanders Classics deal is part of a broader push by the platform: MyWhoosh is actively expanding into broadcast integration, gamified activation and deeper product features.
KBC and Proximus Extend Until 2028
The two most embedded names in the Flanders Classics sponsor portfolio are staying put. KBC and Proximus have each extended their commitments by three years, keeping them involved across the men’s and women’s spring classics through 2028. Both have been partners for several years; these renewals are less a surprise than a confirmation that the relationships work.
Proximus brings more than a logo. Through its Proximus Fiber KOM activation, the brand adds real-time timing to three decisive climbs — the Muur van Geraardsbergen, the Kemmelberg and the Oude Kwaremont — turning them into live performance segments within the broadcast. Jim Casteele, B2C & AI Lead at Proximus, framed the renewal in broader terms: “Cycling connects people across generations and regions and this fits perfectly with our mission. By investing in innovative applications in racing and in high-quality broadcast productions, we show the strength of our network, enhance the experience for fans and contribute to the further development of the sport in Belgium.”
For KBC, it comes down to shared identity. “KBC remains a dedicated partner of Flanders Classics because the DNA of our organisations matches perfectly: ambitious, driven and rooted deeply in Flanders,” said Patrick Kindt, General Manager of Communication at KBC. Van Den Spiegel put it simply: “The fact that we can continue to innovate and take steps that benefit the sport is partly thanks to the enduring relationships we have built with both Proximus and KBC.”
PostNL Belgium Comes On Board as Official Partner
PostNL Belgium has joined Flanders Classics as an Official Partner. The partnership covers Ronde van Limburg, Brussels Cycling Classic and Amstel Gold Race, with Kuurne-Brussel-Kuurne included through a separate commercial arrangement.
It is worth noting the distinction here. PostNL — the parent company — is already the title sponsor of Team Picnic PostNL at team level. PostNL Belgium now adds an independent, event-level commitment on the race side. The team itself has had an active spring in the sponsorship market: a full overview of the Picnic PostNL sponsors for 2026 shows how far that portfolio now stretches.
Arvin Willemse, Managing Director of PostNL Pakketten België, connected the partnership back to the company’s day-to-day logic: “Sport connects and brings people together. Just like in our daily operations, innovation, collaboration and progress are essential for success in cycling. By sponsoring Flanders Classics, we encourage Team Picnic PostNL and all other teams to continue developing and to bring out the very best in themselves.”
KPMG Extends Closing the Gap Programme Through 2028
Six years in, the partnership between Flanders Classics and KPMG around women’s cycling has been extended for another three years. The Closing the Gap programme — launched in 2020 — set out to bring the women’s race portfolio up to the same competition level as the men’s races. That target is effectively being met: by 2026, all women’s races in the Flanders Classics calendar will have reached equivalent category status. Girls’ registrations at the Tour of Flanders Youth Day have doubled over the same period.
Stefanie Pauwels, partner at KPMG in Belgium, was clear-eyed about why the work continues: “We are proud of what we have achieved together within the Closing the Gap project. We realise that the race is not yet finished, on the course and in the business world. That is why we are continuing this collaboration with conviction, to keep investing in gender equality, so that everyone can race with the same tailwind.”
What Are the Flanders Classics?
Ask anyone who follows professional road racing and they will tell you: the spring classics are where careers are defined. Flanders Classics holds the rights to the races that matter most in that period. The portfolio covers Omloop het Nieuwsblad, Gent-Wevelgem (now In Flanders Fields), Dwars door Vlaanderen, the Tour of Flanders, Scheldeprijs, De Brabantse Pijl, Amstel Gold Race and the Ronde van Limburg. All major races run in both men’s and women’s editions.
What makes this window unusual is its concentration. Roughly four weeks, from late February to mid-April, with global media attention and roadside crowds that fill the berms on every key climb. There is no equivalent period in the cycling calendar where so much happens so quickly — and where a single result can define a rider’s reputation for years.
Beyond the Road: Cyclocross, Youth Racing and Amateur Events
Flanders Classics runs well past the spring. In winter, the organisation operates the Telenet Superprestige series and co-manages the UCI Cyclocross World Cup. Both are among the most prestigious competitions in the discipline. In January 2027, Flanders Classics will host the UCI Cyclocross World Championships in Ostend.
Youth racing is built into the programme too. The Tour of Flanders Youth Day and the Ronde van Limburg Youth Day place junior riders on the same roads as the professionals. In addition, a separate portfolio of cyclo-sportive and granfondo events runs across the calendar, giving recreational cyclists a direct connection to the races they follow.
The Business Case for Partnering with Flanders Classics
The 2026 sponsorship announcements reflect something worth noting. Flanders Classics accommodates quite different kinds of partners. MyWhoosh is a community-first brand building awareness from the roadside. KBC and Proximus are institutional backers embedded in the race infrastructure. PostNL Belgium uses sport to reinforce its brand values domestically. KPMG runs a values-led programme on gender equality. None of these partnerships look the same.
That range is, arguably, the point. The organisation’s commercial offer includes naming rights, hospitality, the Corporate Cycling Challenge, a Digital Goodiebag and whitepapers for prospective partners. For brands looking for a stable, long-term platform, the Flanders Classics sponsor record speaks clearly.
Sources
https://www.flandersclassics.be/en/news/mywhoosh-new-partner-of-flanders-classics
https://www.flandersclassics.be/en/news/postnl-official-partner-flanders-classics-classic-series
https://www.flandersclassics.be/en
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