Deceuninck becomes name sponsor of Alpecin-Deceuninck cycling team

The Belgian UCI Pro Team Alpecin-Fenix will start life as Alpecin-Deceuninck from 1 July 2022. Deceuninck, which has been a sponsor since the beginning of this year, hereby confirms its intentions to move to the next level as a name sponsor of the cycling team. This is an obvious step for the company, from both a sporting and customer perspective.

Deceuninck will be the name partner of the Belgian cycling team alongside Alpecin and is entering into a commitment until the end of 2025. Deceuninck will therefore be a name partner for at least three years. The agreements with Alpecin and Canyon also run until the end of 2025. This means the team is ready for the next step: a WorldTour licence for 2023-2025.

Bruno Humblet,CEO Deceuninck: “Deceuninck joined a young, dynamic and ambitious team at the beginning of 2022. Now is the ideal time to switch to the role of name sponsor. In 2023, the same step will be taken for the women's team. During the spring we were able to win several races, with the Tour of Flanders the absolute highlight. We are very consciously making the step to name sponsor in order to support our customers worldwide and further develop the Deceuninck brand. We are facing major challenges in our sector and want to offer our customers additional support wherever possible. Global publicity through racing sponsorship is certainly an example of this.”

Philip Roodhooft, General Manager Alpecin- Fenix: “Today is a great day for the team. Our horizon now stretches to 2025. The budget is growing and that’s necessary, because success costs money and holding on to what is there costs more money. It is pleasing that we are taking this step with the same partners on board, albeit in different roles.”

The new Alpecin-Deceuninck jerseys will be seen in action for the first time at the Tour de France. From that point, with the exception of the ladies’ teams who will start in 2023, the elite men’s, cyclocross, mountain bike and gravel bike teams will all wear the new jersey.

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