Jumbo-Visma is set for a significant rebranding in 2024, transforming into Team Visma-Lease a Bike. This change follows the Dutch supermarket chain Jumbo’s step back from title sponsorship, replaced by Norwegian business software and IT brand Visma and Lease a Bike, a subsidiary of Pon Group. Visma’s investment of around €12 million marks a notable shift in the team’s financial backing.
The Pon Group, owners of the team’s bike sponsor Cervélo and various other bike and automotive brands, increased their sponsorship to avoid a merger with Soudal-QuickStep. The conglomerate’s annual revenues exceed €10 billion, reflecting its substantial market presence.
Team manager Richard Plugge expressed gratitude for the new sponsorships, noting their essential role in the team’s development and success. The team’s new identity and rider race schedules will be unveiled at an Amsterdam event on December 21.
Major reductions in the team’s 2023 clothing and merchandising suggest a complete overhaul of the team’s visual branding for 2024. Key riders like Wout Van Aert, Jonas Vingegaard, and Sepp Kuss remain pivotal figures, with Van Aert targeting the Giro d’Italia and Vingegaard aiming for a third Tour de France victory.
Despite losing Primoz Roglic to Bora-Hansgrohe, Jumbo-Visma has strengthened its lineup with new signings like Matteo Jorgenson and Johannes Staune-Mittet. Lease a Bike, focusing on bike leasing programs, aims to expand its reach across Europe and the USA, leveraging the team’s influence to promote healthier, sustainable living.
The Dutch WorldTour team celebrated its 2023 triumphs and announced its indefinite contract with Visma and Lease a Bike as title sponsors. General Manager Plugge highlighted the shared vision of innovation and talent development between the sponsors and the team. Visma CEO Merete Hverven emphasised the shared values of commitment and teamwork that resonate with the company’s ethos.
Team Visma-Lease a Bike, evolving from Jumbo-Visma, symbolises a significant step in the team’s journey, with the cycling world anticipating its performance under this new banner in the 2024 season.