About Cycling Marketing
About Cycling Marketing
The Strategic Value of Virtual Presence for Cycling Brands Digital sponsorship and brand activation are redefining how the cycling industry views virtual training platforms. What used to be a simple training setup has fundamentally changed in recent years into a…
What December’s sponsorship updates reveal about long-term planning, partner stability and commercial structure in WorldTour cycling December 2025 marked a period of structural change at Alpecin-Deceuninck. From the 2026 season onwards, the men’s WorldTour team will compete as Alpecin-Premier Tech.…
A long-term sponsorship focused on health, purpose and continuity in professional cycling On World Diabetes Day, Team Novo Nordisk announced the extension of its partnership with global healthcare company Novo Nordisk for another five years, through 2031. The agreement continues…
A Name Built on Cultural Ground The Cinelli Vigorelli carries the name of Milan’s Velodromo Maspes–Vigorelli, a venue woven into the fabric of Italian cycling. It’s the same track where riders like Fausto Coppi and Jacques Anquetil once attempted and…
Last updated: 15. February, 2026 This article reviews the current Bahrain Victorious sponsors portfolio, focusing on recent partner updates and how they fit into the team’s broader sponsorship structure. Rather than treating individual announcements in isolation, it places changes…
A New Chapter for CUBE and TotalEnergies A collaboration that combines technical development with racing experience: With the announcement of their new partnership beginning in 2026, CUBE and the TotalEnergies Pro Cycling Team are entering a shared phase of collaboration.…
Lotto Inermarché one of the largest projects of recent years in Belgian Professional Cycling? Lotto Cycling and Intermarché–Wanty have officially submitted a joint application for a UCI WorldTour license for the years 2026–2028. Official statements reported by CyclingNews and ohters…
The Tour de France reached over 1 billion live TV viewings in 2025, with 150 million viewers in Europe. This article compares its media reach to Giro d’Italia and Vuelta a España. Understanding the Media Visibility and Sponsorship Structure of…
A New Chapter for Scandinavian Cycling – Why It Matters for Teams and Brands Uno-X Mobility Cycling has secured a coveted spot in the UCI WorldTour for the 2026–2028 seasons. This milestone is not only a sporting achievement but also…
Why the Cycling Ticketing Debate Matters In autumn 2025, a renewed discussion emerged: Should spectators pay admission fees to watch road races live? Consequently, ASO made it crystal clear in November that cycling ticketing is “absolutely not on the agenda”.…
Pinarello doubles its Peloton presence through the collaboration with the Q36 5 Pro Cycling Team, eyeing two-team representation at the Tour de France. Starting in 2026, the team will race as Pinarello– Q36 5 Pro Cycling Team. For Pinarello, this…
Zwift’s Strategic Move to Elevate Women’s Cycling Through 2029 Zwift’s renewed partnership with the Tour de France Femmes avec Zwift represents an important next step in the evolution of women’s cycling. Looking back, the 2024 edition was one of the…