Two New Sponsors Swoop in to Back Belkin Cycling Team

September 29, 2014

The former Belkin cycling team will be provisionally known as TEAMLottoNL next season after finalising two-year sponsorship deals with two new backers.

The Dutch squad announced at the end of July that it had agreed a “declaration of intent” with Lotto, store the Dutch lottery, and BrandLoyalty, a marketing firm, and those contracts have now been signed. 

Lotto will be the title sponsor of the team, with BrandLoyalty a sub-sponsor. However, the search for a second title sponsor continues. 

Team managing director Richard Plugge said: “Thanks to the initial support of De Lotto and BrandLoyalty, we can keep developing our vision, which is to build a new future for cycling under the motto #RideTheFuture. Right now we are still looking for a second title sponsor.” 

The deal secures the future of the cycling team, which had been under threat after Belkin announced it would be withdrawing its backing at the end of 2014.