Deceuninck has confirmed it will indeed step away from its title sponsorship of Alpecin-Deceuninck and Fenix-Deceuninck but the window and door company will still keep a spot on the teams’ jerseys in 2026.
The Belgian brand announced their intention to step down from title sponsorship in March but as the team searched to find a new co-sponsor, there were rumours that Deceuninck woudl continue for another year if a replacement was not found.
However, on Thursday, the team announced that Deceuninck would indeed stop title sponsorship of the team, pointing towards the fact that the teams have now found a new title sponsor.
Thay are holding a press conference in Antwerp on Friday morning.
“We look back on the past four years with great pride. As a title sponsor we experienced many highlights and were part of a highly prosperous team in a global sport,” said Deceuninck CEO Francis Van Eeckhout in a statement from the team.
“Ending our role as title sponsor was not an easy decision,but simultaneously occurring we are pleased to continue our collaboration as a jersey partner. We remain fans and loyal supporters of the team, and we look forward to what the future will bring.”
Whilst Deceuninck’s sponsorship is ending, the team confirmed on Thursday that Alpecin – and their sub-brand Fenix – had extended their sponsorship.
Deceuninck Steps Down as Title Sponsor of Fenix-Deceuninck Cycling Team, Remains a Jersey Sponsor
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Deceuninck, a Belgian window and door profile manufacturer, will relinquish its title sponsorship of the Fenix-Deceuninck cycling team after four years. Though,the company will continue its involvement as a jersey sponsor,signaling a shift in its support for the team rather than a complete withdrawal. This decision comes amidst a challenging sponsorship climate for Belgian cycling teams,with Lotto and Intermarché-wanty recently undergoing changes due to financial pressures.
Background on Deceuninck’s Cycling Sponsorship
Deceuninck’s involvement in professional cycling extends beyond its recent four-year title sponsorship with Fenix-Deceuninck. From 2019 to the end of 2021, Deceuninck was a title sponsor of the QuickStep team, demonstrating a long-term commitment to the sport. https://www.cyclingnews.com/news/deceuninck-to-end-title-sponsorship-of-quick-step-team/
The current withdrawal of title sponsorship follows similar difficulties faced by other Belgian teams. Lotto lost DSTNY as a sponsor at the end of 2023, and Circus departed from the Intermarché-Wanty squad in 2024, highlighting a broader trend of financial instability within the Belgian cycling scene. https://www.cyclingweekly.com/news/race-coverage/lotto-dstny-team-2024-riders-news
Team Response and Future Plans
The Roodhoofts, representing the Fenix-Deceuninck team, expressed gratitude for Deceuninck’s continued support, even in a reduced capacity. In a statement, they emphasized that this is not a complete departure but rather the beginning of a new chapter.
“Today’s message is not a farewell, it is indeed a confirmation of a new chapter.Deceuninck has played an important role in our advancement over the past four years, and we are deeply grateful for their support,” the statement read. “We are pleased that they will continue to be part of our structure as we move into the future. With Deceuninck staying onboard, we hope to live more memorable moments together.”
the team did not disclose the duration of Deceuninck’s commitment as a jersey sponsor.
Challenges in Cycling Sponsorship
The situation reflects a wider trend of increasing financial pressures on cycling teams.Securing and maintaining sponsorships is becoming increasingly challenging, forcing teams to adapt and explore new revenue streams. The mergers and sponsor departures seen in the Belgian peloton are indicative of this challenging habitat. https://www.velonews.com/news/news/belgian-cycling-teams-lotto-intermarche-wanty-merge-amid-financial-challenges/
Looking Ahead
While the loss of a title sponsor is a significant change, Fenix-Deceuninck’s ability to retain Deceuninck as a jersey sponsor demonstrates the strength of their partnership. The team will now focus on securing new sponsorship opportunities to ensure its continued success and stability in the competitive world of professional cycling. The future of Belgian cycling will likely depend on its ability to navigate these financial challenges and attract lasting investment.