Oatly, the worldโs largest oat milk company, has entered into a multi-year partnership with EF Pro Cycling. As part of this collaboration, Oatly will become an โOfficial Performance Partnerโ for both the menโs and womenโs squads. The womenโs team will now race under the name EF-Oatly-Cannondale.
John Schoolcraft, Chief Creative Officer at Oatly, expressed excitement about the partnership, stating, โOne 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, weโre excited to show the world how dairy-free products can be an integral part of professional athlete and non-athlete diets alike.โ He added, โWe are also proud to become a co-title sponsor of the womenโs team. We canโt wait to celebrate both teamsโ triumphs in the years to come and help fuel their success.โ
The partnership details include several significant elements:
- Training Camp Naming Rights: EF Pro Cyclingโs training camps will now be called โOatly Performance Camps.โ These camps will feature collaboration on research and meal planning to incorporate Oatlyโs dairy-free products into athletesโ diets.
- Prominent Logo Placements: Oatlyโs 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. โOatly is an innovative and irreverent brand whose products are already used by several of our riders, and theyโre a perfect match to what weโre trying to inject into the sport. Weโve already begun working on some great things together and canโt wait for people to see them,โ Vaughters remarked.
Oatlyโs range of oat-based, non-dairy milk alternatives is known for its creamy taste and lower environmental impact compared to cowโs milk. Their fortified drinks offer the benefits of fibrous oats and essential vitamins and minerals, promoting both sustainability and health.
The EF Pro Cycling menโs squad will start the Tour de France on 29th June, while the Tour de France Femmes begins on 12th August.