Iwan Spekenbrink’s teams will adopt a new identity in 2025, rebranding as Team Picnic-PostNL. The change reflects the addition of the Dutch online supermarket Picnic as a title sponsor, joining forces with PostNL and existing sponsor dsm-firmenich.
The rebranding will be a significant shift for the team, which has been known as Team dsm-firmenich since 2021. PostNL, the Dutch postal service, only joined the team’s sponsor portfolio in 2023 and has a contract in place until 2026. Meanwhile, dsm-firmenich will continue to have a presence in the team’s name and logo while redirecting its financial contribution towards product development, particularly in the area of nutrition. Notably, dsm previously introduced the Dyneema fibre into cycling apparel, providing riders with improved protection against road rash but has subsequently sold on the technology.
Picnic, headquartered in Amsterdam, exclusively offers home delivery of groceries (similar to Ocado in the UK) and operates in the Netherlands, Germany, and France. The company, which launched in 2015, reported a turnover of €796 million in 2023.
The men’s team roster remains strong for the upcoming season, with Romain Bardet, Fabio Jakobsen, Frank van den Broek, and Max Poole among the standout names in the men’s squad. On the women’s side, Charlotte Kool and Pfeiffer Georgi will continue to lead the team. From 2025, the riders will also transition to Lapierre bikes, replacing Scott as the team’s equipment supplier. Lapierre previously supplied FDJ-Suez who recently confirmed their move to Specialized for 2025.
Interestingly, a domain registration for teampicnicpostnl.com has already been traced to a company associated with Spekenbrink, suggesting preparations for the team’s rebranding are well underway.
