From June 30, the American team Trek-Segafredo will become Lidl-Trek following the signing of a new partnership. For its part, the Dutch supermarket brand Jumbo could leave the peloton at the end of 2024.
It will take some getting used to. From June 30, the day before the start of the Tour de France, the American team Trek-Segafredo will become Lidl-Trek. The German discount supermarket brand will indeed succeed the Italian coffee brand (present since 2016) as co-main partner. “We are thrilled to work with a team that is committed not only to excellence in cycling, but also to the sustainable development of athletes in a family team culture,” said Jeroen Bal, Divisional Board Member responsible for customer at Lidl International. “We are convinced that a healthy diet and an active lifestyle, shaped by sport and physical exercise, enhance people’s well-being. Just as our Lidl products are accessible to everyone, cycling is a sport for everyone and is suitable for anyone who wants to be more active on a daily basis. We want to share this message with as many people as possible. » The brand with the yellow circle on the blue square, already very present in handball, is therefore establishing itself a little more in cycling, it which was displayed on the Quick Step jerseys between 2015 and 2020. With this change of co-sponsor, the Trek-Segafredo riders should therefore also change jerseys from June 30.
Jumbo will soon leave the platoons
On the side of Jumbo-Visma, there could also be change, after 2024. The Dutch supermarket brand has indeed decided to stop sports sponsorship, following the arrival of a new president. Max Verstappen and the Dutch Grand Prix will therefore no longer be sponsored by Jumbo from the end of 2023. The contract between the brand and the cycling team of Primoz Roglic, Wout Van Aert or Christophe Laporte, which runs until the end of 2024, should come to an endunless another major sponsor joins Visma, a Norwegian company that provides business software.
