About Cycling Marketing
About Cycling Marketing
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…
This article examines the sponsorship structure of the Santos Tour Down Under. It looks at where event partners are based, which market contexts are represented, and how event sponsorship relates to existing WorldTour and Women’s WorldTour team partnerships. The focus…
Human Powered Health Teams Up with Verge Sport for 2026 Human Powered Health has announced a new partnership with performance apparel brand Verge Sport for the 2026 season. The co-developed race kit made its competitive debut on January 17 at…
Last updated: April 9, 2026 This article analyses XDS Astana’s 2026 equipment partnerships with Magene, EKOÏ and TRiPEAK, and explains how the WorldTour team is structuring its technology, component and apparel sponsorship portfolio. Updated April 2026 with the additions of…
This article provides a structured overview of the UCI Women’s WorldTour teams licensed for the 2026–2028 cycle.The focus is on sponsorship structures, organisational models and commercial positioning, rather than sporting performance. Women’s WorldTour teams in the 2026–2028 licence cycle With…
This article analyses the current Lidl-Trek sponsors portfolio using aggregated market and country data, while also highlighting the role of the team’s title sponsors and the most recent partnership updates. The focus is on how Lidl-Trek’s sponsorship structure is composed,…
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…
UCI WorldTour 2026: Start of a New Licence Cycle and Commercial Reset The 2026 UCI WorldTour marks a new sponsorship cycle with major branding shifts. From the Alpecin-Premier Tech evolution to new automotive partners like Cupra at Movistar, here is…
Last updated: 11 May 2026 Updates 11 May 2026 – Netcompany INEOS Goes Back to Market — and INEOS Could Soon Leave the Name Netcompany INEOS is actively searching for a second co-title partner, and if found, INEOS could disappear from…
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…