About Cycling Marketing
About Cycling Marketing
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: 19 February 2026 Updates 19 February 2026 – Visma | Lease a Bike opens search for new title sponsor to stay in WorldTour top groupTeam Visma | Lease a Bike is actively searching for a new title sponsor…
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…
A new apparel partnership at WorldTour level On January 1, 2026, ASSOS and EF Pro Cycling officially announced a new multi-year partnership alongside the launch of the 2026 team kit. While the announcement highlights innovation and speed, the significance lies…
December 2025: A Month of Transition in Professional Cycling December 2025 marked a decisive month for cycling sponsorship and the business structure of professional road cycling. With the confirmation of UCI WorldTour and Women’s WorldTour licences for the 2026–2028 cycle,…
How Lidl–Trek is operationalizing performance through new partnerships With the addition of ServiceNow and Gatorade, Lidl–Trek is not simply expanding its sponsor portfolio. Instead, the team is sharpening how performance is organized, supported, and executed across different layers of the…
CUPRA will serve as Official Car Partner for Movistar Team during the 2026 and 2027 seasons. The deal supports the oldest active WorldTour team and Spain’s only squad in cycling’s top tier. The partnership covers all team categories: men’s, women’s,…
British Cycling Ventures formalises commercial activity within the federation British Cycling Ventures has been established by British Cycling as a new, legally separate entity to manage and develop the organisation’s commercial activities. The move brings existing commercial operations into a…
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…
A new identity, a new bike sponsor and a rising star: how the NSN Cycling Team is shaping its next chapter. The NSN Cycling Team made a significant splash with its recent kit reveal in Barcelona. The event featured football…