It was an open secret until today but no more. Team Visma | Lease a Bike will be the new name into the 2024 season of the current Jumbo-Visma team; a sponsor change that had already been in the making for several months and has been officially announced today.
"We are delighted to confirm our new partnership agreements with Visma and Lease a Bike, two strong international companies that we already enjoy an excellent relationship with," team CEO Richard Plugge said in a press release. "These evolving partnerships are another big step forward, ensuring that we have the resources to further develop and improve as a team. Last year, we proved once again that we can grow and be successful together. This is also our common long-term goal.”
This ends a saga that was very intense throughout this transfer season which was that of a possible merger between Jumbo-Visma and Soudal - Quick-Step. With Jumbo withdrawing as main sponsor of the team, the Dutch squad was looking for new sponsors but that doesn't come easy at this level of cycling with such budget. Hence a merger with the Belgium team was discussed, planned, but ultimately unsuccessfully.
It was then reported by Wielerflits on the 16th of October that the team had confirmed Lease a Bike as it's new title sponsor. Lease a Bike is a bike leasing company which works in the Benelux and Germany - continuing to target the same sponsor audience. This is no coincidence however, the company is owned by Pon who equally own the Cervélo bike brand - currently used by the Dutch team. The team presentation will take place on the 21st of December in Amsterdam, where it is expected that they will show off their new colours into the 2024 season.
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