About Cycling Marketing
About Cycling Marketing
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…
Coffee and cycling have shared the same culture long before they shared sponsorship deals. From espresso stops after training rides to café rides becoming a global cycling ritual, coffee has always been embedded in the sport’s identity. In 2026, that…
Last updated: June 24, 2026 Team Visma-Lease a Bike has unveiled its 2026 Tour de France jersey alongside the team’s first-ever dedicated Rest Day Jersey. Inspired by Antoni Gaudí and chosen through a fan vote, the launch reflects how WorldTour…
Last updated: June 4, 2026 This article covers the Soudal Quick-Step sponsor updates for 2026: Diamond ProTech and Costa Coffee join as new partners, Castelli extends for three more years, Transfer Solutions renews its data partnership, and Soudal commits to…
The FLCS Clubhouse is a activation format launched by Flanders Classics in the week of the Tour of Flanders, combining social rides, runs, Pilates and virtual challenges with a partner expo zone. Its first edition ran from 2 to 6…
Spring Classics Activations and Performance Partnership Expansion As the classics season approached, March 2026 saw professional cycling teams and race organisers expand their commercial ecosystems through technology partnerships, recovery-focused sponsors and large-scale activation campaigns. Rather than headline title deals, the…
Lotto-Intermarché’s latest sponsor updates in 2026 show how WorldTour sponsorship is increasingly centered around performance infrastructure. With GiBLI focusing on real-time aerodynamics and Kjure supporting recovery and nutrition, both partnerships reflect the growing role of technology and operational support in…
Last updated: May 5, 2026 Team Picnic PostNL has been one of the busiest teams in the sponsorship market this spring. The Dutch WorldTour squad — known for its data-driven, performance-focused approach — has confirmed a string of new partnerships…
Zwift has launched an Alpecin-Premier Tech team camp on its platform, giving users access to five structured workouts designed by the team’s head of performance, alongside scheduled group rides with professional riders. The format follows a pattern now visible across…
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,…