Published on March 19th, 2025
Location: United Kingdom
INEOS Grenadiers Enter New Era As SPORTFIVE Announced As Exclusive Sales Agency
Manchester, March 19 2025 - INEOS Grenadiers Cycling Team and SPORTFIVE have entered into a partnership which will see the global sports marketing agency act as the team’s Exclusive Sales Agency.
The partnership will see SPORTFIVE support the INEOS Grenadiers with their wider commercial strategy through a range of strategic commercial services.
Through the collaboration, SPORTFIVE will leverage their extensive global sales network and infrastructure spanning 60 locations across 18 countries to identify long-term partnership opportunities with premium brands looking to collaborate in a new era of excellence for the INEOS Grenadiers.
Speaking about potential partnership opportunities, INEOS Grenadiers’ CEO, John Allert, said: “For the first time in our history, the INEOS Grenadiers Cycling Team, one of the world’s most successful UCI WorldTour Teams, is seeking non-endemic global partners for the team. This is an extraordinary opportunity for brands to join one of the most decorated teams in Tour de France history. With unrivalled global visibility and premium activation opportunities, this partnership goes beyond sponsorship to shape future victories together.”
“For the first time in our history, the INEOS Grenadiers Cycling Team, one of the world’s most successful UCI WorldTour Teams, is seeking non-endemic global partners for the team. This is an extraordinary opportunity for brands to join one of the most decorated teams in Tour de France history"
John Allert, CEO, INEOS Grenadiers
Founded in 2009 as Sky Procycling, the INEOS Grenadiers are one of the most successful teams of the modern era with over 500 race victories and 12 Grand Tour championships, including seven Tour De France wins.
Building on this pedigree, the INEOS Grenadiers are looking ahead and planning for the next generation.
“We are beginning a new era, defined by our desire to create a culture that gives riders freedom to race on instinct and our staff the freedom to create, explore and innovate in the way we support riders with a focus on specialist coaching in areas like time trialling, endurance training science, race strategy, aerodynamics, and materials science,” said Dr. Scott Drawer, Performance Director, INEOS Grenadiers.
With a focus on developing the team’s new era on the bike alongside its refreshed commercial approach, INEOS Grenadiers and SPORTFIVE will work together to identify leading global brands wanting to be part of this journey.
Speaking on the partnership, Lee Goldwater, Managing Director, SPORTFIVE UK, said:
“For 15 years, the INEOS Grenadiers have been at the forefront of British and world cycling.
“Through cutting-edge technologies, bold ideas and applying the best science in sport, the team has pushed the limits of human potential and turned marginal gains into maximum results.
“Through this partnership, we look forward to taking this success to a new level to help the INEOS Grenadiers deliver a new era of excellence.
“This is an incredibly exciting moment for cycling and an unprecedented opportunity for brands to be part of the evolution.”
"This is an incredibly exciting moment for cycling and an unprecedented opportunity for brands to partner with the most successful cycling team of the modern era."
Lee Goldwater, Managing Director, SPORTFIVE UK
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About SPORTFIVE
SPORTFIVE is a global sports marketing agency that delivers customer-centric solutions based on trust and transparency, deep industry experience and global relationships, digital intelligence and innovation. SPORTFIVE strategically and creatively connects brands, rightsholders, media platforms and fans to create and enable contemporary partnerships in sports.
While creating and growing long-term value for all, SPORTFIVE often leads the sports business into the future through innovative digital solutions and strives to be the most progressive and respected partner in sports.
Being at the centre of professional sport SPORTFIVE will use its unique position, in order to make a positive contribution to sustainability and to live up to the social and economic duty and responsibility, which sport and consequently all parties involved, also have. SPORTFIVE operates with a global mindset and network of over 1,200 local experts based in 15 countries around the world, active in Football, Golf, Handball, Motorsport, Esports, Cricket, Tennis, American Football, Basketball, Hockey, Rugby, Olympics and Multi-Sport Events, Wintersports and many more.
Press contacts
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Dominic Mills
Senior Associate, Marketing Communications
dominic.mills@sportfive.com
