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 supplier. The deal includes full equipment support and shared plans to strengthen the team’s visibility and performance. From a marketing perspective, it is interesting that this brings another bike manufacturer into a title-sponsor role in pro cycling.
Details of the new partnership
Rose Bikes will deliver a complete race bike lineup and work closely with the riders on product development. The team expects faster development cycles driven by direct athlete feedback. The partnership also gives Rose wide branding rights, including naming rights, kit integration and visibility across all media channels.
“We are not interested in ensuring that winners who have already won bear our name, but rather in promoting up-and-coming initiatives that introduce fresh ideas and make cycling more relatable through passion,” says Rose Bikes Managing Director Thorsten Heckrath-Rose.
Team owner Bas Tietema welcomed the collaboration and said:
“It’s special to see Rose join us as our second name partner. Our identity stays the same, which is unique in cycling.” The team also emphasised Rose’s role beyond equipment supply: “Rose is a true partner who shares our vision to make cycling more accessible and inspiring.”
The rise of the Rockets
The Rockets’ story so far The Rockets began in 2023 as a YouTube project created by former professional rider Bas Tietema. The concept grew quickly. In 2024, the team became a UCI Continental squad. By 2025, they had stepped up to UCI ProTeam level.
Their mix of racing, entertainment and transparency helped them stand out. Fans connected with the team immediately, and sponsors followed. Their communication style is direct and playful, but their racing ambitions are serious. It is a combination that has given the Rockets a strong identity in a short time. This example illustrates a common form of sponsorship activation in professional cycling, where brands move beyond simple visibility.
Tour de France ambitions
The UCI ProTeam wants to revitalise cycling with creative approaches and has set itself no less a goal than competing in the Tour de France. CyclingNews reports that the team is positioning itself for a Tour de France wildcard as early as 2026. With stronger resources, new equipment and a stable name partnership, the path toward that ambition looks more realistic.
A closer look at the new bike partner
Rose Bikes is a German cycling brand with more than 110 years of history. The company evolved from a small family business into a major direct-to-consumer manufacturer. Founded 118 years ago in Bocholt in Germany, the family business has already made a name for itself through sponsorship and founding participation in initiatives such as the Rose Racing Circle, whose athletes compete for the podium in world-class gravel races.
This profile aligns well with the Rockets’ mission to make professional cycling fun, open and accessible — qualities that continue to set the Unibet Rose Rockets apart in today’s peloton.
A growing trend in team naming
With Rose entering the team name of the Unibet Rose Rockets, the number of bike manufacturers visible in pro cycling continues to rise.
The timing is notable. Pinarello also recently announced its partnership with Q36.5 — the first title sponsorship in the company’s history. Together, these moves push the total number of bicycle brands involved in team naming to eight across the WorldTour, Women’s WorldTour and ProTeam levels in 2026.
As cycling fans, we can’t help but look forward to what this partnership might unlock. The Unibet Rose Rockets have already shown they can energise the sport, attract new audiences and deliver genuine excitement on and off the bike. And with Rose Bikes on board, the team now has the tools and stability to take another meaningful step forward.
People photography sourced from the Rose Bikes press kit
Sources
https://presse.rosebikes.de/pressemitteilungen/rose-bikes-steigt-bei-den-rockets-ein
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