Team Picnic PostNL has confirmed that online supermarket Picnic will become its first-ever title partner, an announcement that follows on from reports published yesterday evening. The Dutch-based UCI WorldTour team will carry Picnic’s branding alongside that of PostNL, with the partnership extending through to 2028.
The agreement marks Picnic’s first foray into professional sports sponsorship. Team CEO Iwan Spekenbrink welcomed the move, describing the shared ambitions between the supermarket and the cycling team. “The arrival of Picnic is incredibly exciting for multiple reasons,” Spekenbrink said. “Both Picnic and the team display a lot of enthusiasm and a great drive to progress. With Picnic joining us, we will strengthen the team’s performance and continue to innovate and bring out the best in ourselves.”
Picnic co-founder Michiel Muller said the partnership offers a unique opportunity to promote the brand across Europe while aligning with cycling’s values of health and connection. “Cycling promotes health and connection, just as we do by delivering fresh, healthy products every day,” Muller explained. “Like professional cyclists, our employees brave all weather conditions and always strive for the best results.”
The collaboration extends beyond brand visibility, with PostNL CFO Pim Berendsen highlighting the importance of cycling as a symbol of innovation and progress. “At PostNL, we not only utilise the bike to deliver millions of letters and parcels sustainably, but we also see it as an inspiration for our shared commitment to innovation,” Berendsen said. He also emphasised the inclusive nature of the team, which supports men’s, women’s, and development programmes under one umbrella.
The announcement comes as dsm-firmenich, the team’s longtime partner since 2015, says it will continue its ongoing involvement as an innovation partner, particularly in the areas of nutrition and health. CEO Dimitri de Vreeze acknowledged the new partnership, saying, “Together we have built an outstanding and promising foundation for the years to come for all riders.”
Picnic, launched in 2015, has quickly established itself as a key player in online grocery delivery, operating in the Netherlands, Germany, and France. The partnership with Team Picnic PostNL is seen as a strategic move to bolster its brand recognition across these markets. The team has also debuted its new Picnic-branded kit in the 2025 season, with the company’s distinctive colours joining those of PostNL on the riders’ jerseys.
