Sponsorships in Cycling - How The Biggest Brands Succeed
Published on
by Dominic Mills
Sponsoring brands have played a crucial role in professional cycling since its inception.
This article seeks to understand what methods sponsors are using in their partnerships with professional cycling teams and how it is still reaping rewards more than 125 years later.
In this Insight:
Professional cycling has one of the most unique sponsorship landscapes in all of sport.
Today, all professional sports are heavily influenced by commercial partners such as sponsors, but going back to the early 1900s and the beginning of modern sport, it was cycling that paved the way in this regard.
Professional cycling was born through sponsorship and investment from newspapers wanting to sell advertising space to manufacturers and bicycle manufacturers themselves who formed teams and put on races to show the public the benefits of the product.
This early connection between businesses and professional cycling has stood the test of time and is still to this day paramount to the sport’s success, with every men’s and women’s team on the WorldTour being named after one, or in most cases more than one brand.
With sponsorships having played such an integral part of cycling’s history and success, this article seeks to understand what methods sponsors are using in their partnerships with professional cycling teams and how it is still reaping rewards more than 125 years later.
Think Beyond Traditional
Two of the biggest drivers behind brands investing in sport sponsorship are reach and engagement. Sports teams and competitions attract followings that rival any entertainment offering in the world, with sponsors benefitting from placing their brand within tv broadcasts that evoke tribalistic engagement from local, domestic and international audiences on a mass scale.
Whilst some cycling races such as the Tour de France have consistently shown that the sport can attract global broadcast audiences that rival the world’s biggest sporting events, cycling, like most non-stadium sports, typically receives a smaller regular TV audience than more stadium-based sports, despite maintaining strong fan interest.
The most successful sponsors in cycling have identified this gap and diversified their approach to include a mix of channels. One of the most prominent of these channels is the riders themselves.
Major sponsors such as Specialized, MET and Alpecin have combined their sponsorship of WorldTour teams with strategic partnerships with cyclists. And with many of the world’s best cyclists amassing greater social media followings than the teams they ride for, it should come as no surprise that brands want to combine team sponsorship with athlete sponsorship.
Just as social media plays a crucial role for brands wanting to collaborate with riders, the brand’s own channels are also important. Many team title sponsors, such as INEOS Grenadiers, FDJ-Suez, and SD Worx Pro-Time invest significantly to create content that visually appeals to and engages their audience whilst also positioning their brand in a more organic way than sponsors from other sports.
Don’t Sleep on Participation Experiences
As well as their ability to provide brands with unparalleled reach and engagement, sport sponsorships are known for unlocking unique access to some of the greatest ‘I was there’ moments in history.
Here, professional cycling’s long history and tradition of closely collaborating with companies is significant. It allows for a more natural bond between the sponsoring brand and the team, often providing brands with tailored behind-the-scenes experiences that sponsorships in other sports don't offer.
This is a benefit that French environmental services provider Suez have recently utilised. As co-title sponsor of women’s WorldTour cycling team FDJ-Suez, the brand hosted a meet and greet with the team’s cyclists ahead of the 2025 Tour Down Under in Australia, where employees were given the opportunity to ask questions about teamwork, collaboration, resilience in adversity, and winning.
Lidl are another brand who have made the most of their sponsorships through in-person events and experiences. In 2024, the German supermarket brand became the name sponsor for the Lidl Deutschland Tour and organised a number of bespoke brand activities, including a 21 km employee ride, rider meet and greets, children’s play zones, and employee activities.
Put Sustainability in Focus
Cycling’s position as the most accessible and sustainable vehicle in the world has had a positive influence on how the sport of professional cycling is perceived. Professional cycling is often regarded as one of the most sustainable sports in the world, a perception that can be utilised to the advantage of sponsoring brands.
Major UCI WorldTour team sponsors such as UNO X Mobility and Suez have in recent years been praised for their sustainable commitments during the world’s biggest cycling race, the Tour de France.
In 2024, UNO X Mobility teamed up with Czech car manufacturer and Tour de France main sponsor Škoda to become the first professional cycling team to use all electric vehicles to accompany their team throughout the race.
French-based utility company Suez also utilised the power of sustainable messaging in their official partnership with Tour de France Femmes avec Zwift, through their work with operating the event’s drinking water and waste management. This has seen Suez deliver valuable education to fans on water and waste practices as well as implement eco-friendly water materials.
Outside of the UCI WorldTour, Dutch cycling organisation BEAT Cycling Club has built their brand on both financial and environmental sustainability, making headlines and attracting sponsors wanting to be part of their story along the way.
"The whole principle of marginal gains came from the idea that if you broke down everything that could impact on a cycling performance — absolutely everything you could think of — and then you improved every little thing by 1%, when you clump it all together, you're going to get quite a significant increase in performance. So we set about looking at everything we could."
Sir David Brailsford, General Manager, INEOS Grenadiers
Leverage Innovation and Technology
Ever since cycling broke through as a professional sport in the late 19th century, it has been synonymous with innovation and excitement as riders, teams and sponsors continue to experiment with new ideas to deliver better bikes, fitter athletes and more advanced technology.
This quest for perfection has often seen professional cycling teams turn to businesses outside the world of cycling to create partnerships that go beyond conventional sponsorships and leverage ‘extra-sportif’ expertise and technology.
Few teams and their sponsors have done this better than the INEOS Grenadiers. Since their formation as Team Sky in 2010, the INEOS Grenadiers have championed constant innovation and technological advancement, most notably through their general manager Sir David Brailsford and his ‘Marginal Gains’ theory
Today, the INEOS Grenadiers have one of the most extensive partnership portfolios in professional cycling, working with brands that range from cycling specialists such as Pinarello, Gobik and Kask to companies like Garmin, Maurten and Built For Athletes - all centred around leveraging mutually beneficial expertise.
The Takeaway - Tailor Your Cycling Sponsorship Strategy
Professional cycling’s remarkably long history of closely collaborating with brands through meaningful partnerships and sponsorships gives it one of the most unique sponsorship landscapes in sport.
This unique commercial approach, combined with the high-value and engaged audience that modern cycling presents great opportunities for sponsoring brands.
However, some of the sport’s wider challenges, such as traditional media coverage, lower fan loyalty (compared to other team sports such as football) and the logistical issues of cycling require sponsoring brands to employ tailored strategies that adapt to the sport’s unique characteristics and challenges.
The brands who have adopted this approach have meaningfully resonated with cycling’s audience and seen great success.
Find out more about brand opportunities in cycling here or get in touch.
Frequently Asked Questions
Sponsorship is the financial support for a sporting event, organisation or athlete by an outside body, for the mutual benefit of both parties. At the professional level this tends to be by companies, to raise the profile of their brand by associating it with the athlete.
The company aims to generate brand awareness and customer recognition, whilst the event, organisation or athlete receives a boost in funding.
A popular example is a brand logo printed on a team shirt. Visibility is guaranteed, even more so in the modern world with social media and online highlights.
In the land of media and marketing rights today, there is no cookie-cut solution for brands, and a simple logo placement will not provide the sufficient return on investment (ROI) for sponsorship, nor does it give their target audience the “why?” - the reason to spend their money and engage with the product.
Companies investing in sports sponsorship need to look at the bigger picture to engage with fans and not rely on just one piece of inventory.
Sponsors get the opportunity to showcase their brand and products to a greater audience of varying demographics. The global nature of sport today means that athletes feature within competitions that attract millions, sometimes billions of viewers worldwide. By placing their brand within this sphere, organisations can catch the attention of people around the world.
In modern times, the value of social media cannot be underestimated. Even traditional forms of sponsorship are likely to appear on social media, opening the brand up to an even wider audience - even appearing in new territories.
Through placements on jerseys and advertising boards, sponsors get a high visual presence and become part of the action. If visibility is the core objective, then it's a surefire way to succeed, whether that’s inside the stadium, TV or online.
It is the emotional engagement which sets sponsorships in sport apart from almost all other forms of advertising and sponsoring initiatives. Traditional advertising platforms such as TV can attain similar reach figures to sport, but can’t compete with sports fans’ engagement.
Sports partnerships can be defined as a new level of sports sponsorships: they represent a tighter-fitted collaboration between sports and businesses or brands.
Partnerships are less based on standard marketing benefits and more tailor-made on the company’s specific needs, and several company levels are involved in the sports project: from marketing to Research & Development, from production to management.
Partnerships tend to be focused on the improvement and development of specific products or services, and are usually long-term. They can be very effective on the customers and clients, who witness a true affinity with some of the world’s most winning properties. Partnerships are often multidimensional and multi-layered, with the development of new tech, as well as new products and the marketing that comes with them.
Sport sponsoring offers a range of benefits for brands, making it a valuable investment in marketing strategies:
Brand Visibility: Sponsoring provides extensive exposure through signage, uniforms, and broadcasts, increasing brand visibility to a wide and engaged audience.
Targeted Audience: Sports sponsorships enable brands to reach a specific and passionate target audience, aligning with the demographics and interests of sports fans.
Emotional Connection: Associating with sports entities helps create emotional connections with consumers, leveraging the positive sentiments associated with their favorite teams or athletes.
Global Reach: Sports sponsorships often have a global reach, allowing brands to connect with audiences on an international scale, contributing to global brand recognition.
Brand Image Enhancement: Sponsoring prestigious sports events or teams can enhance a brand's image, associating it with qualities such as excellence, teamwork, and success.
Consumer Engagement: Sponsorship activations, events, and promotions provide opportunities for direct consumer engagement, fostering brand loyalty and interaction.
Differentiation: Sponsoring allows brands to stand out from competitors by affiliating with unique and high-profile sports properties, differentiating themselves in the market.
Community Involvement: Sports sponsorship provides avenues for brands to support local communities and grassroots initiatives associated with the sponsored sports entities.
In essence, sport sponsoring contributes to enhanced visibility, brand loyalty, and positive brand associations, making it a potent tool for achieving diverse marketing goals.
Choosing the right sponsorship for your goals involves strategic consideration of your brand objectives and target audience. Follow these steps:
Define Objectives: Clearly outline your marketing and business objectives for the sponsorship, whether it's brand visibility, customer engagement, or community outreach.
Know Your Audience: Understand your target audience and align sponsorship opportunities with their demographics, interests, and behaviours.
Relevance: Choose sponsorships that align with your brand values and resonate with your audience, creating authentic connections.
Evaluate Opportunities: Assess potential sponsorships based on factors like reach, engagement potential, and the alignment of the sponsored entity with your brand image.
Budget Considerations: Evaluate the financial aspects, ensuring the sponsorship aligns with your budget while delivering significant value.
Negotiate Terms: Work with the sponsored entity to negotiate terms that meet your goals, ensuring a mutually beneficial partnership.
By aligning sponsorships with your brand objectives, audience demographics, and values, you can choose opportunities that effectively contribute to the success of your marketing and business goals.
Naming rights sponsoring refers to a marketing strategy where a company or organisation pays for the privilege of having its brand name attached to a venue, event, competition or facility.
In exchange for financial support, the sponsoring entity's name becomes an integral part of the associated asset. This commonly occurs with sports stadiums, arenas, concert halls, and even major events.
The sponsor's name is prominently featured in the official title, gaining visibility and exposure to a large audience. Naming rights agreements are often long-term and involve substantial financial commitments, contributing to the funding of the facility or event.
This form of sponsorship not only serves as a branding opportunity but also as a means of supporting the infrastructure or programming associated with the sponsored entity. It's a symbiotic relationship where the sponsor gains visibility, and the sponsored entity receives crucial financial backing.
The value of naming rights for stadiums is influenced by various factors, and it can be challenging to pinpoint an exact figure. Several elements contribute to determining the value of naming rights:
Venue Size and Popularity: Larger and more prominent stadiums or arenas in popular sports leagues often command higher naming rights values due to increased visibility and audience reach.
Market and Location: The geographic location of the venue and the market it serves play a crucial role. Naming rights for venues in major cities or regions with higher population density and market demand tend to have higher values.
Sports Team Success: The success and popularity of the sports teams that use the venue contribute to naming rights value. Successful teams attract more attention and a larger fan base.
Economic Conditions: The economic climate at the time of negotiation can impact naming rights values. During economic downturns, companies may be more conservative in their sponsorship spending.
Duration of Agreement: Longer-term agreements often result in more substantial overall values. Companies may negotiate favourable terms for extended commitments.
Additional Benefits: The inclusion of additional benefits, such as marketing opportunities, hospitality access, or exclusivity clauses, can enhance the overall value of naming rights.
To determine the value, organisations typically engage in negotiations based on these factors, and the final value is agreed upon through a mutually beneficial arrangement between the sponsoring company and the venue owner or management. Values can range from millions to tens of millions of dollars over the term of the naming rights agreement.
The duration of naming rights agreements for stadiums can vary widely and is subject to negotiations between the sponsoring company and the entity that owns or manages the venue. Naming rights deals typically last for a specified number of years, and the duration can range from a few years to several decades.
Short-term agreements might last between 3 to 5 years, while longer-term agreements can extend to 10, 15, 20 years, or even more. The length of the deal often depends on factors such as the prominence and popularity of the venue, the financial terms of the agreement, and the strategic objectives of both the sponsor and the sports entity.
In some cases, naming rights agreements include options for renewal or extension, providing flexibility for both parties to continue the partnership if it has been mutually beneficial. The terms and duration of naming rights deals are typically outlined in the formal contracts negotiated between the sponsor and the venue.
If you are interested in becoming a sponsor, the specific contact person or department will depend on the entity or property you want to sponsor.
Sports Marketing Agencies: Agencies like SPORTFIVE specialise in connecting sponsors with sports opportunities. Contact their business development or sponsorship departments.
Sports Teams or Clubs: Contact the sponsorship or partnership department within the sports team or club.Look for information on the team's official website regarding sponsorship opportunities and contact details.
Sports Events or Leagues: Reach out to the event organiser's sponsorship or partnership department. Event websites often have dedicated sections providing information for potential sponsors.
Athletes: Contact the athlete's management or agent, who typically handles sponsorship inquiries. Some athletes manage their sponsorships independently, and contact information may be available on their official website or social media.
Sports Federations: Reach out to the sponsorship or business development department of the relevant sports federation. Check the official website of the federation for sponsorship guidelines and contact information.
For specific details, visit the official website of the entity you are interested in sponsoring or directly inquire through the provided contact information. If the information is not readily available, consider reaching out to the general contact line or email provided on their official platforms, and they can direct you to the appropriate department.
SPORTFIVE is a global sports marketing agency that specialises in sports rights, marketing, and entertainment. We work with sports organisations, clubs, and brands to create and optimise commercial opportunities in the sports industry. SPORTFIVE is involved in various aspects of sports business, including the sale of broadcasting rights, sponsorship and partnership management, stadium naming rights, and other marketing initiatives.
SPORTFIVE creates innovative, engaging solutions that are worthy of the incredible sports, athletes and partners we work with, and the passionate fans who follow them. Campaigns are built collaboratively, based on trust and transparency, and enabled by a deep understanding of the industry, the agency’s global reach, digital intelligence and creative courage.
The result is gamechanging sports partnerships that redefine standards in the sports and entertainment space.
SPORTFIVE believes in the power of five - bringing brands, rights holders, media platforms, fans and ‘us’ together through sport.
SPORTFIVE offers a comprehensive range of services that go beyond standard sponsorship deals. The agency provides full sponsorship consulting, activation, and sales, ensuring that brands receive strategic, tailored advice at every stage of the sponsorship process. The global presence and data-driven approach makes SPORTFIVE the preferred partner for brands looking to make impactful investments in sports.
Learn more about the service offering here
