The partnership will see SPORTFIVE support the INEOS Grenadiers with their wider commercial strategy through a range of strategic commercial services.

Through the collaboration, SPORTFIVE will leverage their extensive global sales network and infrastructure spanning 60 locations across 18 countries to identify long-term partnership opportunities with premium brands looking to collaborate in a new era of excellence for the INEOS Grenadiers.

Speaking about potential partnership opportunities, INEOS Grenadiers’ CEO, John Allert, said: “For the first time in our history, the INEOS Grenadiers Cycling Team, one of the world’s most successful UCI WorldTour Teams, is seeking non-endemic global partners for the team. This is an extraordinary opportunity for brands to join one of the most decorated teams in Tour de France history. With unrivalled global visibility and premium activation opportunities, this partnership goes beyond sponsorship to shape future victories together.”

Founded in 2009 as Sky Procycling, the INEOS Grenadiers are one of the most successful teams of the modern era with over 500 race victories and 12 Grand Tour championships, including seven Tour De France wins.

Building on this pedigree, the INEOS Grenadiers are looking ahead and planning for the next generation.

“We are beginning a new era, defined by our desire to create a culture that gives riders freedom to race on instinct and our staff the freedom to create, explore and innovate in the way we support riders with a focus on specialist coaching in areas like time trialling, endurance training science, race strategy, aerodynamics, and materials science,” said Dr. Scott Drawer, Performance Director, INEOS Grenadiers.

With a focus on developing the team’s new era on the bike alongside its refreshed commercial approach, INEOS Grenadiers and SPORTFIVE will work together to identify leading global brands wanting to be part of this journey.

Speaking on the partnership, Lee Goldwater, Managing Director, SPORTFIVE UK, said:

“For 15 years, the INEOS Grenadiers have been at the forefront of British and world cycling.

“Through cutting-edge technologies, bold ideas and applying the best science in sport, the team has pushed the limits of human potential and turned marginal gains into maximum results.

“Through this partnership, we look forward to taking this success to a new level to help the INEOS Grenadiers deliver a new era of excellence.

“This is an incredibly exciting moment for cycling and an unprecedented opportunity for brands to be part of the evolution.”

SOURCE  : Sportfive