About Cycling Marketing
About Cycling Marketing
Before the Tour de France begins, a communication window opens. This article documents how five professional cycling teams used that window in 2026 — and what their choices reveal about Tour de France team communication as a strategic asset. The…
Strava is a fitness tracking platform with over 180 million registered users globally. Through its business division, Strava offers brands a commercial product called Sponsored Challenges — a participation-based format that rewards athletes for completing activity goals. This article explains…
Sponsorship Growth, Brand Activations and Structural Questions Shape the Month May 2026 brought another busy month for the business side of professional cycling. The Giro d’Italia remained a focal point for sponsorship activity, from new partnerships and activations to growing…
Uno-X Mobility is a Norwegian UCI WorldTeam that competes at the highest level of professional road cycling. The team is backed by a growing portfolio of Scandinavian sponsors spanning consumer goods, sportswear, and national cycling institutions. This article examines how…
The 2026 Giro d’Italia is not just a race. For several major brands, it is a three-week marketing window with global reach and cultural weight that few sporting properties can match. Three activations running during the current edition illustrate a…
Belgian Spring Classics: Unmatched in Broadcast, Unmatched at the Roadside The Belgian spring classics occupy a rare position in the professional road calendar — a compressed block of racing that generates sustained media attention, roadside crowds and broadcast reach across…
The 109th edition of the Giro d’Italia starts on 8 May 2026 in Nessebar, Bulgaria — the first time the race will visit the Balkan country. Ahead of the start, RCS Sport has confirmed a string of new partnerships and…
In late April 2026, Zwift announced the completed acquisition of ROUVY — the real-routes cycling app. Both platforms will continue to operate independently, with separate roadmaps and subscription packages. This article explains what the Zwift ROUVY acquisition means for users,…
Last Update: May 11, 2026 This article covers the most significant sponsor updates at Netcompany INEOS Cycling Team in 2026. Netcompany joins as co-title partner and the team is renamed, Café de Colombia returns to professional cycling as official coffee…
Sponsorship Growth, Brand Activations and Structural Questions Shape the Month April 2026 brought another busy month for the business side of professional cycling. Teams continued expanding their sponsor portfolios through new partnerships, special-edition campaigns and increasingly creative brand activations linked…