'It's a no until it's a yes but things are looking very promising' – Visma-Lease a Bike boss offers update on sponsor search and cycling reform

Visma-Lease a Bike CEO Richard Plugge has provided an encouraging update on the team’s search for a new title sponsor following Visma’s decision to reduce its financial involvement. While no agreement has yet been finalised, Plugge revealed that discussions with several promising parties are underway, with a potential announcement expected within the next few months. The team is aiming to secure a sponsor capable of contributing around €20 million, roughly 30% of the budget typical for the sport’s wealthiest outfits, which range between €60 and €70 million. Plugge emphasised the importance of maintaining the team’s independence, contrasting Visma-Lease a Bike’s approach with recent trends where major sponsors have taken ownership stakes in teams, as seen with Lidl, Decathlon, and Red Bull. He highlighted the value of allowing sporting management to retain control over athletic decisions, noting that Visma respects this division of roles. Drawing on his experience from the Rabobank era, Plugge stressed that the team’s success stems from its focus on sport rather than corporate interests, and he expressed a desire to continue this philosophy with any new sponsor. Beyond sponsorship, Plugge touched on broader reforms within professional cycling, referencing his involvement in the One Cycling initiative, which aims to overhaul the sport’s calendar and business model. Although the project has faced resistance from the UCI, particularly from President David Lappartient, Plugge remains optimistic about future collaboration. He noted recent positive discussions with Lappartient, who is seeking input on economic reforms and is working to bring key stakeholders like ASO on board to ensure the sport’s long-term sustainability. The search for a new title sponsor and the push for structural reform highlight the challenges and opportunities facing professional cycling today. Visma-Lease a Bike’s approach reflects a desire to balance financial stability with sporting integrity, while the ongoing dialogue around One Cycling signals a potential shift in how the sport is governed and commercialised. As these developments unfold, the coming months will be crucial for the team’s future and for the broader evolution of cycling.