Oatly, the world’s largest oat milk company, has entered into a multi-year partnership with EF Pro Cycling. As part of this collaboration, Oatly will become an “Official Performance Partner” for both the men’s and women’s squads. The women’s team will now race under the name EF-Oatly-Cannondale.
John Schoolcraft, Chief Creative Officer at Oatly, expressed excitement about the partnership, stating, “One of our key objectives is to bring the Oatly magic to more people and this partnership with EF Pro Cycling is certainly geared towards that. As one of the most popular and watched sports globally, we’re excited to show the world how dairy-free products can be an integral part of professional athlete and non-athlete diets alike.” He added, “We are also proud to become a co-title sponsor of the women’s team. We can’t wait to celebrate both teams’ triumphs in the years to come and help fuel their success.”
The partnership details include several significant elements:
- Training Camp Naming Rights: EF Pro Cycling’s training camps will now be called “Oatly Performance Camps.” These camps will feature collaboration on research and meal planning to incorporate Oatly’s dairy-free products into athletes’ diets.
- Prominent Logo Placements: Oatly’s logo will appear on team uniforms, team cars, buses, trucks, and support vehicles.
- Event-Specific Activations: Oatly and EF Pro Cycling will deliver dairy-free fan activations, hospitality programs, post-event parties, and rider-specific events in key markets.
- Content Development: Both organisations will collaborate on video, website, and social media projects to highlight the partnership and showcase cyclists using Oatly products.
Jonathan Vaughters, CEO of EF Pro Cycling, welcomed Oatly into their family of partners. “Oatly is an innovative and irreverent brand whose products are already used by several of our riders, and they’re a perfect match to what we’re trying to inject into the sport. We’ve already begun working on some great things together and can’t wait for people to see them,” Vaughters remarked.
Oatly’s range of oat-based, non-dairy milk alternatives is known for its creamy taste and lower environmental impact compared to cow’s milk. Their fortified drinks offer the benefits of fibrous oats and essential vitamins and minerals, promoting both sustainability and health.
The EF Pro Cycling men’s squad will start the Tour de France on 29th June, while the Tour de France Femmes begins on 12th August.
