More than a year and a half before the current partnership expired, Lotto and Soudal have decided to extend their partnership to 2022. The continuation of the collaboration can safely be labeled as innovative. Due to the increased financial contribution from Soudal, both partners are equal. In concrete terms, this equal partnership will immediately start with the Tour de France, and will express itself in changing shirts. During the Belgian competitions the team will appear at the start with a Lotto Soudal shirt, in all foreign competitions with a Soudal Lotto shirt, and this for the WorldTour team, the ladies team and the training team. The majority of the races take place abroad, but with a majority of Belgian riders and riders the Belgian anchoring important for both sponsors remains assured.
John Lelangue, Lotto Soudal general manager: “I am naturally delighted to be able to announce today, two days before the Grand Départ of the Tour de France in Brussels, that both of our name sponsors have extended their engagement until the end of 2022. good cooperation, we have made an evaluation at all levels in recent months and we have discussed our ambitions. A new agreement followed. ”
“Soudal has decided to increase its investment and bring it to the same level as Lotto. From now on we have two equivalent name sponsors and that will be visible on our outfit. In the Belgian competitions we will continue to ride with our Lotto Soudal on our shirts, but during the foreign competitions – from the Tour start – there will be Soudal Lotto on our shirts. That is innovative and inventive. Our official name remains Lotto Soudal. In addition, from 2020 onwards cars, team buses, merchandising and other visibility carriers will bear the name Soudal Lotto. ”
Jannie Haek: National Lottery managing director: “Lotto and Soudal, that is a profitable collaboration, so it was decided to continue working together. Our project stands for continuity. Lotto is the most popular game in Belgium, is a typical broad Belgian brand that is close to the people and therefore also has a lot of cycling enthusiasts. Lotto has historically been the “driving force of the race”. Soudal is a Belgian company with international interests and global ambition. The extension of the partnership is a win for the three parties: Lotto, Soudal and the team. We want to shift up a gear from today. ”
Vic Swerts: founder, owner and chairman of Soudal: “We want to create extra opportunities for the future. That is why we have expanded our contribution to the team. At the time, we did not join the cycling project for the short term. In recent years we have understood that the partnership is cost-effective and that our international goals match cycling and the team’s values. That is why we continue until 2022. But with Soudal we always aim higher. We want to radiate ambition, do better and continue to strive for a thorough professionalism. “