Cycling
Decathlon takes on title sponsorship of French UCI WorldTour team
French sporting goods retailer Decathlon has been announced as the new co-title sponsor of UCI WorldTour team AG2R Citroën, with the French automotive manufacturer downgrading to a lower-tier partnership with the squad.
Team Dsm-Firmenich adds second title sponsor with PostNL delivery
UCI WorldTour cycling outfit Team dsm-firmenich will take on a new identity for the second time this year, with Dutch logistics company PostNL signing on as a co-title partner.
British Cycling cancels SweetSpot promoter deal alleging missed payments
The Tour of Britain cycling race is at risk of being cancelled after British Cycling alleged race promoter SweetSpot owes hundreds of thousands of pounds in unpaid race licence fees.
LCL continues to ride in yellow with Tour de France
French financial services LCL has agreed a five-year extension to its historic connection with the emblem of the Tour de France, the cycling Grand Tour’s iconic yellow jersey.
Infront bolsters cycling portfolio with broad Tour of the Alps remit
Infront has struck an extensive five-year deal to commercialise the Tour of the Alps, the elite men's road cycling event on the second-tier UCI ProSeries
Sweetspot tasks Orsen with revitalising struggling Tour of Britain
SweetSpot, which organises and promotes cycling’s Tour of Britain, has turned to Orsen, the Switzerland-based sports marketing agency, to commercialise its events after failing to land a title sponsor.
BigMat to sponsor inaugural Cycling World Championships
Building materials retailer BigMat has agreed a deal to sponsor the inaugural Cycling World Championships, which will be staged at venues in Glasgow and across Scotland from August 3-13
Track Champions League returns to Paris with CIC as title sponsor
The International Cycling Union (UCI) has announced that the Vélodrome National de Saint-Quentin-en-Yvelines near Paris will host the third round of this year’s Track Champions League, with French bank an…
Hansgrohe extends with Netflix-featured Bora-Hansgrohe team
Bora-Hansgrohe – one of eight pro cycling teams featured in the recently streamed Tour de France: Unchained documentary on Netflix – has extended its title deal with German kitchen brand Hansgrohe unt…
Uno-X secures kit sponsor ahead of Tour de France debut
Uno-X Pro Cycling Team has agreed a sponsorship deal with supermarket chain Rema 1000 ahead of this year’s Tour de France.
Tour de France adds Rexel as sponsor, Lidl backs WorldTour team
Energy products provider Rexel has agreed a deal to sponsor the Tour de France for the next three years
Whoop data to feed into UCI Mountain Bike World Series broadcasts
Fitness tracking technology provider Whoop has agreed a partnership with the UCI Mountain Bike World Series
Toyota focuses on reducing emissions in Giro d’Italia renewal
Japanese car giant Toyota has renewed its sponsorship of the Giro d'Italia grand tour cycling race in a three-year deal with the event organisers RCS Sport
British Cycling continues sponsorship drive with travel partner deals
British Cycling has announced two new long-term commercial partnerships with travel specialists Destination Sport Travel and Sportive Breaks.
Shell deal leads British Cycling’s sponsorship diversification strategy
British Cycling's addition of Shell to its sponsorship portfolio is part of a stagey to broaden the range of its commercial partners, reports Matthew Glendinning
Suez adds Tour de France Femmes to women’s cycling portfolio
French utility company Suez has agreed a deal to sponsor the Tour de France Femmes women’s cycling event.
Kukri Sports named UCI Cycling Worlds clothing provider in six-figure contract
Sports clothing manufacturer Kukri Sports has been appointed as the official provider of workforce and volunteer clothing at the 2023 UCI Cycling World Championships taking place in Glasgow and across…
Lidl signs on as top-tier sponsor for Cycling World Championships
European retail store group Lidl has agreed a sponsorship deal with the inaugural Cycling World Championships, which will be staged at venues in Glasgow and across Scotland from August 3-13