EF Pro Cycling Seeks New Sponsor | Tour de France Ambitions

EF Pro Cycling Opens Title Sponsorship Possibility in Pursuit of Cycling Dominance

Meta Description: EF Pro Cycling is seeking a co-title sponsor to bolster its budget and achieve enterprising goals, including winning both the men’s and women’s Tour de France.

EF Pro Cycling has announced a groundbreaking move to secure additional funding, opening up the opportunity for a first-ever co-title sponsorship. The team, owned by international education company Education First (EF), aims to compete with the highest-spending teams in the sport and ultimately “become the world’s best cycling team.” the announcement, made on Friday, outlines a bold strategy centered around three key ambitions.

The decision comes as WorldTour budgets continue to escalate, with recent investments from major brands like LidlRedBull and Decathlon signaling a shift in the financial landscape of professional cycling.According to a company release, the move is designed to supplement EF’s existing financial commitment, allowing the team to accelerate its pursuit of top honors.

“It’s rare in professional sport, and nearly unheard of in cycling, for an owner and anchor partner to commit long-term at EF’s current level and still invite an additional title partner to invest purely to make the team stronger,” a senior official stated. This unconventional approach underscores EF’s dedication to the team’s success, even while seeking external investment.

Did you know? – EF Pro Cycling’s parent company, education First, was founded in 1965. It began by offering language learning abroad and has expanded into international education and cultural exchange programs.

EF acquired the cycling team in 2017, recognizing a synergy between the sport’s global reach and the company’s mission of fostering education and cultural exchange. The team’s leadership acknowledges the dramatic changes within the sport over the past two decades, particularly the unprecedented rise in team budgets.

The team’s three long-term goals are ambitious: securing victory in the Tour de France Femmes within the next three years, continuing to develop a world-leading talent pipeline in professional cycling, and achieving wins in both the men’s and women’s Tour de France within the next decade – with a focus on developing riders through the EF Pro Cycling system.

Currently, EF boasts a roster of accomplished riders, including Olympic and World Champions such as Richard Carapaz, Kristen Faulkner, Ben Healy, and Magdeleine Valllieres, who are expected to be instrumental in achieving these goals.

Pro tip – Co-title sponsorships in cycling are becoming more common as team budgets increase. They allow teams to share financial burdens and attract larger investments.

This strategy represents a departure from typical team co-title sponsorship and ownership models. Though, it aligns with calls for financial reform within cycling, championed by team principals like Jonathan Vaughters in recent years.

“This is a unique opportunity for an organization to partner with a global team and organization such as EF,” said Maria Norrman, EF Education First Global Chief of staff and EF Pro Cycling President. “Together, we can build a team that extends far beyond conventional sponsorship, creating lasting value and impact for years to come.”

EF Pro Cycling’s bold move signals a new era in professional cycling, one were innovative financial strategies are embraced to achieve sporting excellence.

Reader question – Do you think this model of shared title sponsorship will become the norm in professional cycling? Share your thoughts!