Cycling team finds new lender: Amazon replaces Jumbo as sponsor | sports
As supermarket chain Jumbo leaves as main sponsor of Dutch cycling team Jumbo-Visma, American multinational Amazon is likely to step in as a new lender. The formation may be called Amazon-Visma (or vice versa) next year.
Attracting a new sponsor runs parallel to discussions about the merger of the Jumbo-Visma and Soudal Quick-Step cycling teams. It cannot be ruled out that Soudal will also become part of the new team as an important sponsor. Just as the specialist cycling brand (currently sponsor of Soudal Quick-Step) may come on board as a new equipment sponsor for the Dutch team in the future, replacing the current Cervélo.
Jumbo-Visma was the most successful cycling team in the world for two consecutive seasons. This year the team won the Giro, the Tour de France and the Vuelta, a unique achievement. Through attracting new funders and a potential merger, the Richard Blogg-led formation hopes to grow into a larger budget in the coming years. It was announced this week that Primoz Roglic, who has been riding for Team Jumbo since 2016 and has won the Vuelta three times and the Giro this year, will be leaving the team.
Jumbo’s departure as main sponsor is not an isolated event. Hema and Gorilla also disappear from the team’s uniform. Jumbo announced at the end of last year that it would stop and would adhere to a two-year notice period. The company decided a few months ago to withdraw from 2024, to make way for a larger financier. Visma, a Norwegian software company, still has an indefinite contract as main sponsor.
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