About Cycling Marketing
About Cycling Marketing
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…
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…