About Cycling Marketing
About Cycling Marketing
Last updated: April 9, 2026 This article analyses XDS Astana’s 2026 equipment partnerships with Magene, EKOÏ and TRiPEAK, and explains how the WorldTour team is structuring its technology, component and apparel sponsorship portfolio. Updated April 2026 with the additions of…
This article provides a structured overview of the UCI Women’s WorldTour teams licensed for the 2026–2028 cycle.The focus is on sponsorship structures, organisational models and commercial positioning, rather than sporting performance. Women’s WorldTour teams in the 2026–2028 licence cycle With…
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: 11 May 2026 Updates 14 June 2026 – Movistar reinforces the challenges of cycling’s sponsorship model According to Bloomberg, Telefónica is exploring options to reduce or exit its title sponsorship of Movistar Team despite extending the partnership until…
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…