The future of one of the longest-running cycling teams is secured after it has been announced that Soudal will replace Belisol as the sponsor of the Lotto-Belisol team. Both Lotto and Soudal have committed themselves to the project from 2015 to 2020.

For over thirty years Lotto is inextricably linked to cycling, as a popular sport and top sport. This continuous interest and support is founded on a passion for cycling sport and a belief in the power of joining people through cycling. The Lotto players aren’t only clients, they are the best fans as well. The future of the Lotto Cycling Project, the top team, the ladies team and U23 team are guaranteed on a long-term basis thanks to the support of structural partners.

“We have always wanted to open doors for cycling, in a generous way and with reliable partners," Jannie Haek, CEO National Lottery, said. "To fulfill dreams you need a team that shares the same passion and the same ambitions.”
 
With the commitment of Soudal, which becomes a main sponsor, the cycling team Lotto Soudal can further work on its ambition to play a leading role on the highest WorldTour level with a core of Belgian riders, completed with international talents. Lotto Soudal clearly has the ambition to support young Belgian talent and women’s cycling as well.
 
“The Lotto Cycling Project is and will remain a locally anchored initiative of which the international fame and good reputation is known," Haek added. "We absolutely want to continue this way for the next six years. It pleases me a lot to realize that with a solid, familiar and ambitious team, also behind the scenes.”
 
“The Belgian cycling project has to stay the dream of each young Belgian rider, become and be a standard in international cycling," manager Marc Sergeant said. "And the pinnacle of all efforts of cycling-loving Belgium. We have to show that the Belgian cycling project has its place in the WorldTour. Preferably with Belgian partners who want to present themselves internationally.”
 
“The agreement with Soudal brings an important continuity to the team," Roger Malevé, chairman Lotto Sports Organisation, said. "Lotto and Soudal engage themselves for six years, that’s rather exceptional in this sector. The cycling team as “billboard on wheels” makes it possible for the new partner Soudal to position its name and company internationally. Fighting together for a spot on the international level is our common spirit.”
 
"Cycling reinforces the emotional bond between the brand Lotto and its players," Marc Frederix, Marketing director National Lottery, said. "Cycling has the same values as Lotto: popular, pleasant, Belgian, accessible, dynamic, it’s about winning – every week again, and it unites people. The cycling team bridges between the international cycling circus and the passionate fans. That way the Lotto team exists, because of the people and for the people. The team bridges between Belgian talent and the world top, and that way it realizes the dream of many young riders and their fans. The Lotto Cycling project creates a big social and sportive added value.”
 
“We look back on the past three years with some great Lotto Belisol highlights, like the Tour de France 2012 with three stage wins of Greipel and a fourth place for Van den Broeck," Nicolas Thiel, general director Belisol, said. "Belisol wants to use the budget that becomes available after quitting as a name sponsor of the WorldTour team, to further develop the brand. We are pleased that – now we can pass the torch as name sponsor to Soudal – the continuity of this beautiful team is guaranteed and we deliberate about our future in sport sponsoring.”
 
"Soudal is active globally in more than 130 countries, with branches in 44 countries covering all continents," Vic Swerts, founder and Chairman of Soudal, said. "Cycling too has become a global sport and is hugely popular in many countries in which Soudal operates. In addition, the Belgian identity as a seal of quality is paramount for Soudal, Lotto and the cycling team. The values and ideals behind achieving consistently better results through hard work, perseverance, a long-term vision and focus also stand in perfect harmony. We engage us until 2020 at least to support the ambitious cycling project and will be visible on the team jerseys as main sponsor.”