Premier Tech CEO: Rival teams felt “opportunistic” before choosing Alpecin — “It was about building trust and forming a good relationship”

Premier Tech CEO Jean Belanger says several WorldTour and ProTeams tried to secure the Canadian company as a sponsor after its abrupt exit from the former Israel project — but many of those approaches were dismissed as “opportunistic”, with Alpecin ultimately winning out thanks to years of personal connection and long-term trust.

Speaking to Wielerflits, Belanger revealed he received “a lot of WhatsApps and emails” when Premier Tech announced its departure in November.

Teams linked with the company during that period included Ineos Grenadiers, Alpecin-Deceuninck, EF Education-EasyPost, Astana, Picnic PostNL, Soudal - Quick-Step and others. But according to Belanger, it was the Roodhooft brothers — Christoph and Philip — who ultimately stood out.

“I got a lot of Whatsapps and emails, many people were interested. But that was a bit opportunistic, I thought,” he said. “With Christoph and Philip, I found a human connection that goes back at least five years. We would grab a coffee or a glass of wine. Or I’d get a short, informal message on WhatsApp. It was about building trust and forming a good relationship.”

That relationship has now led to a major three-year deal which will see the team race as Alpecin–Premier Tech and Fenix–Premier Tech from 2026.

Belanger made clear that the partnership was not the result of hard selling or immediate pressure from the Belgian team. “It never came across as: ‘When are you coming to our team? We can offer you something better!’ No, it was a matter of trust and forging a good bond. We both think in the long term and have the same values.”

The CEO also admitted that having Mathieu van der Poel on the roster “sparked our interest”, but insisted that personal connection mattered more. “It would be a bit opportunistic to join a team just because of one rider. We think more bottom-up. At the top is Mathieu, but the foundation of the team has to be there.”

Premier Tech’s broader direction also aligns closely with Alpecin’s growing programme across men’s, women’s and off-road racing — key areas where the company hopes to strengthen its European visibility.

Belanger reiterated Premier Tech’s long-standing commitment to developing Canadian talent. “We want to create the ideal environment for young athletes from Canada and our home city Quebec to grow towards the highest level. Everyone will still have to earn it — we don’t want anyone in the team who doesn’t have the level. Someone like Hugo Houle can be an inspiration for those riders.”

He also expressed hope that the 2026 Montreal World Championships and the growing Canadian racing calendar could create a breakthrough moment for the sport in his home nation.

“It will be a very special year for cycling in Quebec and Canada. I hope we create momentum and the sport gets the attention it deserves.”

Belanger ended the interview with a light-hearted confession: there is one race he hopes to experience with his team.

“Il Lombardia! I have never been at that race. I have actually never been at a race where one of my teams won. That is something I want to experience at least once this coming year.”

For a sponsor who has rebuilt its entire cycling identity within a matter of weeks — from crisis exit to WorldTour return — that moment may now be closer than ever.