Decathlon set to sponsor a WorldTour team in 2024

Major French sporting goods retailer, Decathlon could be set to enter the UCI World Tour peloton as it looks to increase it's brand reach to a worldwide audience, most notably in the United States.

Decathlon has recently introduced its new range of bikes, including the Van Rysel RCR which was designed using a French aerospace lab and uses a carbon aerodynamic frameset paired with an aero profile handlebar and a Deda-made stem, the bike aims to get that perfect balance between aerodynamics, comfort and energy transfer.

Despite being somewhat of a big name in Europe, Decathlon are yet to really crack the American market. The brand recently used the Sea Otter Classic to show off some of its products and dip its toe into the United States, showing what they have on offer.

Most notable of the bikes displayed was the top-of-the-range Riverside GRVL 900, priced at an eye-watering $3,999. Decathlon hopes that sponsoring a World Tour cycling team will be the perfect way to increase their brand's reach and finally crack the US market.