“Name sponsorship is our strength" - Soudal hoping to remain title sponsor following potential merger

The proposed Soudal - Quick-Step and Jumbo-Visma merger leaves many questions, one of which is what could be the potential name of this newly formed team? Soudal are keen to ensure their name remains in the title.

“Name sponsorship is our strength, which ensures return on investment,” says Sponsorship and Corporate Communications Manager Marko Heijl to Het Laatste Nieuws. “Our marketing strategy is aimed at this and until further notice there is no reason to deviate from that strategy. We contractually committed ourselves as an enthusiastic name sponsor and it is our ambition to remain so.”

Given the new investment from Amazon, it had raised further question marks regarding whether or not they would want their name added also. Wielerflits report however, that Amazon are happy to play the role of co-sponsor leaving Soudal and Visma to name the team.