The cycling world is buzzing with excitement after Decathlon, known as the Aldi of sporting goods, has partnered with the Pro Tour team Decathlon AG2R to supply bicycles. Recently, the company’s first spring of classics with their bicycles has been deemed successful, thanks to several top 10 finishes and Benoît Cosnefroy’s victory in the Brabantse Pijl.
To showcase the strategic thinking behind this sponsorship, Decathlon invited journalists to a tent near the cobblestone section of Moulin-de-Vention, where they showcased their high-end racing bikes. Professional cyclists from the Decathlon-AG2R team were present at the event to demonstrate their appreciation for Van Rysel bicycles. Oliver Naesen, a member of the team, praised the quality of the racing bikes and explained what makes them stand out.
Nicolas Pierron, director of Van Rysel, emphasized Decathlon’s broader strategy of providing high-quality products across various sports, including tennis, football, and now cycling. The intention is for Van Rysel’s reputation for excellence to positively impact the entire Decathlon group. The success of Van Rysel’s bicycles has exceeded expectations, with high demand from customers worldwide.
Decathlon’s history in professional cycling dates back to the late 1990s, and their recent re-entry into the sport with the Decathlon-AG2R team signifies a significant investment in cycling sponsorship. The company leverages social media to maximize exposure for their riders and aims to capitalize on