About Cycling Marketing
About Cycling Marketing
TrainingPeaks expands its pro cycling partnerships with Modern Adventure Pro Cycling, extends its USA Cycling agreement through 2028, and supports Team Novo Nordisk’s recurring TrainingPeaks Virtual rides. Recent developments highlight the continued presence of TrainingPeaks across professional teams and governing…
Zwift Games 2026 runs from February 16 to March 29 as the largest community racing event of the indoor season. The format includes five new race routes across five Zwift Worlds plus a bonus stage. Official partners Shimano, Oakley and…
Cycling performance technology sponsors have become a structurally relevant segment within professional road cycling. This analysis covers brands classified within the cycling performance technology sponsorship segment across 18 UCI WorldTour (men’s) teams and 14 UCI Women’s WorldTour teams for the…
Last updated: June 5, 2026 This page tracks confirmed Tour de France sponsorship agreements. It documents official partners, official suppliers and related commercial contracts announced by the event organiser and associated properties. Tour de France sponsorship refers to event-level commercial…
Amacx will become the Official Nutrition Partner of Bahrain Victorious from the 2026 season under a new multi-year agreement. The Dutch performance nutrition brand will supply the WorldTour team with carbohydrate, hydration and recovery products, supporting riders across Grand Tours,…
Last updated: May 29, 2026 Team Jayco AlUla enters the 2026 season with several important commercial updates. From new performance nutrition to expanded equipment partnerships and a refreshed MAAP race kit, the team continues to strengthen its sponsor ecosystem. This…
EF Pro Cycling has launched a public search for a new strategic title partner while maintaining Education First as long-term anchor investor. The move opens naming rights without restructuring ownership — a rare structural step within the modern WorldTour. In…
The Groupama FDJ United sponsors list has expanded. Based on updates to the official website, the team expanded its network by new partners in early 2026. Rather than a headline-grabbing title deal, this update strengthens the team’s performance and operational…
Cherry juice cycling gained brief visibility during the Tour de France, driven by repeated media exposure of top athletes and existing nutrition partners. Search interest around cherry juice Tour de France increased noticeably, while brands such as AMACX cherry juice…
The Lidl Deutschland Tour will conclude in Heilbronn next year – a move that goes beyond local event logistics. For Lidl, the finale represents another step in a steadily expanding cycling strategy that now spans event sponsorship, team ownership and…
January 2026: The Start of the New Cycle January 2026 set the tone for the new season in professional cycling, with commercial developments emerging less through headline-making deals and more through structural signals and continuity. As teams, events and partners…
Professional cycling teams are named after their primary commercial backers. In 2026, 46 organizations hold title sponsorship positions across the Men’s and Women’s WorldTour, as defined by the official UCI WorldTour structure. This overview documents all 46 WorldTour title sponsors,…