Sunweb, one of the leading tour operators in Europe, announced that it has signed an agreement for a minimum of 3 years to become the major partner of the currently called Team Giant-Alpecin.
 

As from the 1st of January 2017, the team will start competing with Sunweb as first name partner.

Sunweb has been a partner of Team Giant-Alpecin since 2015 and experienced this partnership as a great tool to strengthen the synergy between the cycling community, their holidays, and their expanding target group in Europe.
 
Becoming first partner of the pro cycling team will generate a wider exposure and a tremendous value for Sunweb’s brand awareness. However, according to Sunweb, the benefits of this partnership are not only linked with the team and its victories. Sunweb sees its primary benefit in the opportunity to connect in a close and personal way with all cycling fans. The company’s main target will be to create meaningful content in a digital world and drive conversation with the "tech savvy" European fan base, who follow the sport of cycling very closely.

Sunweb will be more than a business partner, they will become part of a common dream. A dream not only about a successful team and tomorrow’s victories, but also to transform the team into a life-time institute. The team will start a world-class development program from a hypermodern team base in Germany, to build the next generation of stars. Today's promise at 2000 meter altitude is that in the year starting at exactly 2000 days from now, from the 1st of January 2022, the next generation of German and international stars will start creating memories in the UCI WorldTour.

Gert De Caluwe, CEO of Sunweb says: “We see this partnership as a natural fit. For 25 years is has been in our DNA to take care of millions of travelers. Our aim is to fulfill this caretaker role also for this team and the whole cycling community.”   

He continues: "We will be able to connect with a new audience of passionate cycling fans, especially in our growth countries. We will use the power of this team to roll out Sunweb's strategy for future growth across Europe with a special focus on Germany, the country with the biggest outbound travel market in Europe. As from now, we will set "the wheels in motion" to secure a bright future for Sunweb as well as for the team."

Iwan Spekenbrink, CEO of the team says: “We’re extremely proud to join forces with Sunweb, which we believe is one of the best partnerships in cycling. We share a common dream and big ambitions. Sunweb supports us 100% and does not only look at today’s victories and the day to day support. As a real partner they are also willing to invest in the future, to move forward the sport of cycling together with us, to support our vision, our road to the top, our 2000 Tage zurSpitze..." 

Speaking for the whole team, Spekenbrink adds: "The athletes and the staff are very excited because Sunweb shares their “Keep Challenging” approach. This “elite sports approach” is built on cooperation and innovation as the key growth drivers within a framework of non-negotiable values. And last but not least, our people are convinced about Sunweb’s true commitment to their future and the future of the next generation of German and international talents and staff."

The richness of life is all about moments and creating memories. Sunweb believes that the best lifetime memories are often created "wearing flip flops”. Therefore, Sunweb’s main focus is to create great memories for their holiday makers by providing the best possible holiday experience. This links perfectly with the team, as the common challenge in this partnership will be to create great memories for the athletes, their fans, and everyone involved.

Sunweb’s CCO Tim Van den Bergh says: “Sunweb has a lot in common with this team. We both aim for the best performance, we work in an international team and believe in the power of innovation to reach new frontiers.” He adds: “Cycling is one of the most popular leisure activities that goes hand in hand with traveling. On top of that, it also relies on technology to make it personal and to create a unique experience. Take the example of the app Strava: in which sport can one compete 1 on 1 with a real pro or with his own idol?" 

Warren Barguil says:"This announcement is great news and an additional exciting development for the team. Each year we see increasing numbers of teams forced to drop out of professional cycling due to partnerships not being renewed. However, we continue to grow as a team and have a bright future ahead of us, and it is great that Sunweb will be part of it, while supporting our philosophy."

Tom Dumoulin says: "This is huge news for everyone in the team. It is fantastic to see that this partnership offers us the stability needed to continue the great strides we have made over recent years. It is fantastic that such a recognized organisation as Sunweb sees the financial potential of our sport in general and supports our team's specific goals and overall vision."

Simon Geschke adds: "We are very excited to have a new long-term partner in Sunweb, a large company from outside the world of cycling. It is a vote of confidence from them to the world of cycling and we believe that there is a close fit between their organisation and our team - particularly since pro cyclists travel throughout the year. We share the same ethos. Sunweb’s philosophy is to work hard for their clients and offer them great experiences, which is exactly what we do every day. It’s great for us to work with this well establish travel group.

"I developed in this team and the great thing is that Sunweb allows the team to expand this approach with the development program from next year, which is a great investment in the team and the sport."

"We are extremely proud of what we've achieved as a team. Cycling can be economically challenging. We are therefore extremely pleased to have a partner which focuses on our long-term progression and achievements, rather than each individual win," Spekenbrink says

"We’re extremely excited to announce a partnership, which is a major milestone for the team and I believe is one of the best partnerships in the history of cycling. Not only in terms of financial commitment but also in moving to realise our shared ambitions," he conlcudes.