Don’t know your DSM from your Decathlon, your SD Worx from your Soudal? CW delves into the identities of the companies funding cycling’s biggest teams
If you’ve been watching professional cycling for years, you’ll have found yourself drawn in by the continual changes of colours and names adorning the riders. The lurid, Liquorice A llsort appearance of the pro peloton is full of surprises each year: what ’s that new sponsor? What’s the company behind the name, how do they make their money, and why are they using cycling to market themselves?
This year is no different. So if you thought that Visma was a breed of dog or wondered how a Saudi A rabian city came to sponsor a cycling team, this feature is for you. Here’s the lowdown on those strange names and logos to keep you fully informed as you lie back and lap up the action this summer.
HANSGROHE
A German bathroom and kitchen fixtures manufacturer since 1901, Hansgrohe is now one of the world’s largest suppliers of kitchen and bathroom taps.
2022 turnover: £1.35bn
What do they do?
It’s possible that your showerhead or bath tub was made by the German company. The firm’s top-selling k itchen products include sinks and taps.
Frequently lauded for their stylish and efficient designs, Hansgrohe has more than 2,500 registered patents, has been a world leader in the creation and innovation of “ household water systems” for over a century.
Why do they sponsor a team?
Upon extending its co-title sponsorship with Bora – maker of hobs and cooktop extractors – in 2018, Hansgrohe stated: “Our primary goal has been to increase global consumer awareness for our premium products. The resulting brand awareness affirms this decision.”
Fun fact: Hansgrohe created the first hand shower with different spray modes.
Best known for: Research found that nine out of 10 consumers agreed that the R aindance Select S was “the best shower of all time”.
CW’s favourite product: The Rainmaker Select Showerpipe 460 3jet is ideal after a long bike ride when you’re in need of a soothing shower. and relaxing shower. Other shower heads are available!
DECATH LON
An international sports retailer founded in France in 1976 and which is now the world’s biggest, operating in almost 1,000 locations across 65 countries. l 2022 turnover: £13.2bn
What do they do?
Decathlon sells products for a variety of sports, from mainstream activities to more niche pastimes such as kitesurfing and archery. The company has in-house cycling brands, including B’Twin, R
