Van Aert’s US Trip: Visma-Lease a Bike Sponsorship Hunt

No, the survival of Visma-Lease a Bike is not in danger, it is clear around the team. But it is now crystal clear that CEO Richard Plugge wants to tap into new and, above all, more powerful sources of money.

The Dutch team said goodbye to Jumbo as main sponsor at the end of 2023. Concrete negotiations were then conducted with Soudal-Quick Step, but the pregnancy of that “super team” was abruptly terminated.

“Visma has then moved from second title sponsor to main sponsor, bicycle brand Cervélo has brought in Lease a Bike via the PON family,” says Raymond Kerckhoffs, the experienced cycling reporter who broke the news yesterday at Wielerflits.

More than 2 years later, Plugge has to enter the market again. “Visma (a Norwegian software company, ed.) is wealthy, but it is not one of the companies that needs publicity itself.”

“Moreover, it wants to go public in London and then marketing expenditure will be looked at differently.”

“If you want to go along with what Plugge wants – a budget of more than 50 million euros – then the main sponsor has to pay more and Visma does not want that at the moment.”

So the search is in full swing. What do the first sounds sound like? Mostly positive?

Kerckhoffs: “There are a lot of discussions going on, but in 2023 it turned out not to be easy and they therefore had to rely on their existing sponsors. The major parties that everyone thought would step in did not do so then.”

“It is quite difficult to attract a sponsor to cycling with 15 million euros. Moreover, nowadays you have a special development: companies that want to invest more also want to become owners of that team.”

The Dutch journalist therefore speaks of “a possible turning point in cycling”.

“In the peloton you now see players such as Lidl, Decathlon and Red Bull. These brands have become owners or co-owners of their teams and are prepared to invest a huge amount. If you want to go along with that, it will be a financial race.”

Visma-Lease a Bike must therefore catch up in that area. Radio Peloton does not like to talk about exact budget figures, but Kerckhoffs gives his view on the matter.

“UAE is the leader with more than 65 million euros, at Ineos you are talking about 50 million and at Visma about 40 million. Lidl-Trek, Red Bull-Bora-Hansgrohe and Decathlon CMA CGM are growing well above 40 million. The competition in the top 5 is therefore becoming a lot greater.”

Is there panic football at Plugge and co? “It may just offer an opportunity, because Visma still wants to stay on board as a smaller partner.”

It is precisely in that part of the broader sponsorship picture that Plugge’s team is firmly on its feet. “They are very well set up with five smaller sponsors who are responsible for amounts around 4 million euros.”

“Also, look at merchandising, marketing and media policy. Visma-Lease a Bike does this very well. They are very strong across the board.”

“The period in which you only had sponsors for name recognition on the shirt is over. Success alone is no longer enough. You have to score in a broader sense. Visma-Lease a Bike makes no mistakes in that area.”

With Wout van Aert, Visma-Lease a Bike naturally has a grateful chess piece in this policy. The Belgian chouchou moved to the United States in November. With more than one agenda item, Kerckhoffs indicates.

“A few years ago there was a Saudi option for Visma-Lease a Bike, but from what I hear, people are now mainly looking for the money in the US. Van Aert visited various companies with Plugge in November. It became clear then that they were looking for a partner.”

In the Netherlands they are eyeing Rabobank again, which has been back since last year after years of absence. “But they are back as a smaller sponsor and Rabobank wants to invest mainly in youth cycling in the first few years.”

“That growth has to grow. Also look at the layout of the current team. The number of Dutch people is getting smaller and there is not even a Dutch person in the promising team. So I don’t see a step by Rabobank happening immediately.”

In recent months, the reporting about Visma-Lease a Bike has not always been rosy. Many grumbling ex-riders, the retirement of Simon Yates, the farewell of coach Tim Heemskerk, a snow internship on the Sierra Nevada, …

Can we separate this file from those peripheral cases? “This sponsorship issue has been going on for much longer and is completely separate from it. No, there is no perception problem, but cycling does have a problem.”

“At least 10 WorldTour teams are looking for a title sponsor with more money. The gap after the top 5 is getting bigger. I’m also starting to find it worrying when you look at how UAE has started the season so dominantly again.”

“Everything focuses on the top, while unpredictability is the beauty of this sport. Now it is dominated by capital.”