The world of professional cycling is a fascinating tapestry of sponsors, each bringing their own unique brand and story to the sport. From the oil-rich nations of the Middle East to the discount supermarkets of Europe, the teams are a microcosm of the global economy. In this article, I will delve into the stories behind some of the most intriguing sponsors, exploring the motivations, connections, and implications of their involvement in the sport.
The Petrostate and the Prince
One of the most notable sponsors is UAE Team Emirates-XRG, backed by the United Arab Emirates, a petrostate with a strong presence in the Middle East. The team's logo features the state airline, Emirates, and XRG, a gas and chemicals company subsidiary of ADNOC, the state oil company majority-owned by the ruling family. This blend of state and royalty is a powerful combination, and it raises questions about the influence of the ruling family on the team's success. The team's manager, Dominique Serieys, has stated that if Paul Seixas leaves the team, it won't be for the money, suggesting a deeper connection between the team and the ruling family.
The Cloud-Based Accounting Sponsor
Visma-Lease A Bike is a Norwegian company that sponsors the team because it provides cloud-based accounting, invoice, and payroll software to Dutch supermarket Jumbo, the team's previous sponsor. The company's change in sponsorship comes with a looming financial gap for the team, which has yet to announce a replacement. Lease-a-Bike, a small venture owned by PON, a Dutch conglomerate, offers a service to companies where bikes can be leased to employees. The silent sponsor is Robert Van der Wallen, a Dutch billionaire who part-owns the team and puts some of his money into the project.
The Soft Drink Giant and the Kitchen Appliance Maker
Red Bull-Bora-hansgrohe is a partnership between the Austrian soft drinks maker Red Bull and the kitchen appliance maker Bora, which produces kitchen cookers and extractor fans. Red Bull's involvement in the team is almost incidental, as the company is more famous for extreme sports and marketing stunts. However, the company sold almost 14 billion drinks cans last year, up 10% on the previous year, which explains why the team is so visible beside the road. Bora's selling point is that the fan is mounted beside the cooker to suck fumes away, getting rid of the need to have a large unit above.
The Discount Supermarket and the Bike Company
Lidl-Trek is a partnership between the German discount supermarket Lidl and the bike company Trek. Lidl has been expanding in Europe and the US in recent years, grabbing significant market share. The company is laser-focused on cost savings and margins for its retail business, but now it's on the hook to spend tens of millions on an ambitious cycling team. Trek, as co-sponsor, means a rare 'factory' team, a bike company with its name in the lights as a title sponsor.
The Language and Study-Abroad Business
EF Education-Easypost is a partnership between the language and study-abroad business EF Education and the e-commerce platform Easypost. EF Education is a Swedish company that was started in Sweden and now has its headquarters in Switzerland. The team has announced it is looking for a new title sponsorship with EF likely to remain on board if they can find a new backer. Easypost is an e-commerce platform to help ship small goods and packets, offering software to embed in websites and help choose the best courier service.
The Shipping and Logistics Giant
Decathlon-CMA CGM is a partnership between the French sporting and outdoor goods retailer Decathlon and the shipping and logistics giant CMA CGM. Decathlon has global ambitions, and CMA CGM handles the shipping of their goods to markets around the world. The company is controlled by Rodolphe Saadé, a Franco-Lebanese billionaire who is becoming increasingly visible in France, in part because he owns the BFM TV channel and RMC Radio. With two multinational sponsors controlled by French billionaires, the team manager has stated that if Paul Seixas leaves the team, it won't be for the money.
The Chinese Bike Brand and the National Sovereign Wealth Fund
XDS-Astana is a partnership between the Chinese bike brand XDS and the Kazakh national sovereign wealth fund Samruk. XDS wants to become China's version of Giant, a big player in the entire cycle industry from team-issue bikes to kids' accessories and all in between. The Kazakh part is Samruk, the national sovereign wealth fund and state operator of Air Astana, Kazpost, uranium miner Kazatomprom, and other national companies from construction to oil.
The Oil-Rich Island and the Sports-Mad Prince
Bahrain Victorious is an obvious choice for a sponsor, as the oil-rich island in the Middle East has various names on the jersey from related industries like Bapco, the national oil firm. The key man behind the team is Sheikh Nasser, a sports-mad prince from the ruling family with business interests and the spy chief brief for the kingdom. The team is searching for a co-sponsor, and there's often gossip about a new sponsor being unveiled soon.
The Danish IT Company and the British Petrochemical Business
Netcompany-Ineos is a partnership between the Danish IT company Netcompany and the British petrochemical business Ineos. Netcompany has grown by acquisition and operates in various industries from banking to the Danish education system. Ineos is the petrochemical business of James Ratcliffe, the British billionaire with a keen interest in sport. The silent sponsor is TotalEnergies, the French oil major that has some joint-ventures with Ineos.
The Adhesive and Laminated Flooring Companies
Soudal – Quick-Step is a partnership between the Belgian adhesive company Soudal and the US laminated flooring company Quick-Step. Soudal's sponsorship is fun for the company's founder, Vic Swerts, who takes a keen interest in sport and can give clients and suppliers VIP moments. Quick-Step's enduring nature means many just call the team 'Quick Step'. Both sponsors can work together, you can lay down Quick-Step flooring and then finish with skirting glued with Soudal.
The German Shampoo Brand and the Canadian Horticulture Company
Alpecin-PremierTech is a partnership between the German shampoo brand Alpecin and the Canadian horticulture company PremierTech. Alpecin is a shampoo brand from Germany with caffeine in it, which claims to stimulate the scalp to prevent hair loss. PremierTech started out selling peat in Canada and now sells fertiliser for farmers, including an expanding franchise in France and Europe. The 'tech' angle sees it supplying automation for farms from seeding soil to automatically bagging and packing produce.
The Australian Caravan Manufacturer and the Saudi Tourist Project
Team Jayco-Al Ula is a partnership between the Australian caravan manufacturer Jayco and the Saudi tourist project Al Ula. Jayco is a joint-venture making caravans and RVs, but it's really a front for Gerry Ryan, founder of the business who has become a billionaire and likes to spend this on sports. Al Ula is a Saudi tourist project designed to bring tourism, including cyclists, to the town of Al Ula, the place that also hosts the Saudi Tour bike race in February.
The Norwegian Retailer and the Danish Conglomerate
Uno-X Mobility is a partnership between the Norwegian retailer Uno-X and the Danish conglomerate Reitan. Uno-X is a chain of service and charging stations, useful in Norway which has Europe's highest rate of electric car use. Reitan owns Uno-X and also runs the 7-Eleven franchise in Norway. The men's team is made up of Danes and Norwegians only, a unique proposition in the sport and a tricky one because it limits the pool of talent available.
The Catalan Marketing Agency and the Private Banking in Switzerland
NSN Cycling is the rebranded Israel-Premiertech team. The squad attracted protests, particularly at the Vuelta last year, and could not go on. In came NSN, a Catalan marketing agency, and backing from private banking in Switzerland. NSN is meant to be 'Never Say Never' but also 'Your Name Here' as the agency would like to operate the team on behalf of a paying title sponsor.
The Mobile Telecoms Operator
Movistar is a mobile telecoms operator that belongs to Spain's Telefonica, it is a brand in Spain and Latin America. The company has a deal until 2028 and is making noises about leaving now so the search is on for a replacement. Since last year, it has a new backer in EPS (Eastern Pacific Shipping, from Singapore) and its parent company Quantum Pacific, both involved in shipping and logistics.
The Result of a Merger
Lotto-Intermarché is the result of a merger between the Lotto and Intermarché-Wanty teams over the winter. Cycling team mergers are never 1+1=2, they're rescue deals. Lotto is the Belgian state lottery and an institution in Belgium, which makes it the second oldest team in the sport going back to the mid-1980s. Intermarché is a French supermarket that also operates in several other European countries.
The Consumer Credit Company
Cofidis is a consumer credit company, think emergency loans with interest rates steeper than the Mur de Huy rather than home loans. It's part of the big Crédit Mutuel group and has been the exclusive title sponsor of the team since 1997. It's not flashy but that's the point, the team are out to connect with a demographic who might suddenly need cash.
The High-End Bicycle Frame Company and the Cycle Clothing Company
Pinarello-Q36.5 is a partnership between the high-end bicycle frame company Pinarello and the cycle clothing company Q36.5. Pinarello is from Treviso, and Q36.5 is from Switzerland. The team is controlled by Ivan Glasenberg, a South African billionaire who made his fortune with Glencore, the commodity trading company. Glasenberg didn't just buy a Pinarello to ride, he bought the company and is now having fun running a cycling team.
The 50-50 Joint Venture
Groupama-FDJ United is a 50-50 joint venture owned by the two title sponsors. Groupama is a giant mutual insurance company, and FDJ used to be La Française des Jeux, the French national lottery. The team feels like an institution, and the squad is totally separate from the women's team FDJ United-Suez.
The Swiss Watch Brand
Tudor Pro Cycling is a partnership between the Swiss watch brand Tudor and the UCI's confusing label for a second-tier squad. The team has a WorldTeam-like roster and is building a dedicated HQ and signing new riders including Arnaud De Lie for 2027.
The Oil Major
Team TotalEnergies is a partnership between the oil major TotalEnergies and the UCI's confusing label for a second-tier squad. The team is still searching for a replacement for the title sponsor, and time is running out. It could revert to being an amateur or U23 only team like it once was before 1999.
The Dutch Food Retailer and the Dutch Postal Service
Team Picnic-PostNL is a partnership between the Dutch food retailer Picnic and the Dutch postal service PostNL. The team narrowly avoided relegation from the World Tour last year but has struggled this season with only one win and has the least amount of UCI ranking points of all the teams in the Tour this season. Caja Rural-Seguros RGA is a partnership between the Spanish savings bank Caja Rural and the insurance brand Seguros RGA.
