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Lotto Belisol secures tasty new sponsor

Belgian ice cream brand IJsboerke has agreed a deal to sponsor UCI World Tour cycling team Lotto Belisol.

Under the deal, IJsboerke branding will appear on the front of cycling apparel worn by the Belgian team’s riders.

IJsboerke was previously involved with cycling sponsorship from 1972 to 1980, serving as a co-sponsor and main sponsor of various partners.

Neither the length nor financial details of the new deal were disclosed.