Dutch cycling team confirms Lotto NL rebrand

UCI World Tour cycling squad Team Belkin has confirmed it will be renamed Team Lotto NL under its new sponsorship deals with the Dutch national lottery and retail company BrandLoyalty.

Confirmation of the two-year sponsorship agreements comes after deals were agreed in principle back in July following US consumer electronic company Belkin’s decision to withdraw its backing at the end of the 2014 season.

Lotto’s title sponsorship of the cycling team aligns with its backing of the Team BrandLoyalty Dutch speed skating team. Brand Loyalty will now serve as the secondary sponsor for both outfits.

Lotto officially becomes the title sponsor of the speed skating team on October 1, with its cycling role beginning on January 1, 2015.

Arno de Jong, managing director of Lotto, said: “We are proud for De Lotto to be the title sponsor and name giver of Holland’s first combined cycling and speed skating team, a unique thing in the Dutch world of sports. Combining these two Dutch sports in one team fits us – De Lotto connects sports and athletes.”

The financial terms of the deals were not disclosed.