'This partnership marks a return to the sport' – Ineos Grenadiers announce new partners, including an iconic Colombian coffee brand

Ineos Grenadiers have announced new partnerships that include the return of the iconic Colombian coffee brand, Café de Colombia, as their official coffee partner. This collaboration revives a historic connection between Colombian cycling heritage and professional road racing, as Café de Colombia was a prominent sponsor during the 1980s, supporting legendary riders like Luis Herrera and Fabio Parra. The brand’s involvement helped elevate Colombian cycling on the global stage, with Herrera securing a Vuelta a España victory and multiple mountains classification titles across grand tours. The team, owned by Sir Jim Ratcliffe and managed by Sir Dave Brailsford, maintains strong ties to Colombia through its roster, which features prominent riders such as Egan Bernal and Brandon Rivera. Bernal, notably, became the first Latin American to win the Tour de France in 2019 and later claimed the Giro d’Italia in 2021. The partnership with Café de Colombia complements Ineos Grenadiers’ existing sponsorship landscape, which recently saw a major five-year deal with Danish firm Netcompany, and aligns with a growing trend of cycling teams partnering with coffee brands, as seen with Soudal Quick-Step’s recent agreement with Costa Coffee. John Allert, CEO of Ineos Grenadiers, highlighted the symbolic nature of coffee within the cycling community, emphasising the deep connection between the team and Colombian fans worldwide. He expressed enthusiasm about welcoming Café de Colombia back into the sport, noting the brand’s role in uniting people and its resonance with the team’s heritage. Germán Bahamón, CEO of the Federación Nacional de Cafeteros de Colombia, echoed this sentiment, describing the partnership as a significant return to professional cycling and a way to reconnect the brand’s rich legacy with one of the sport’s most successful teams. This renewed alliance not only honours the past but also signals a strategic move for Ineos Grenadiers to strengthen cultural and commercial ties within the cycling world. By embracing a brand with such historical significance, the team reinforces its identity and appeal, particularly among Colombian supporters. Looking ahead, the partnership is expected to enhance the team’s visibility and engagement, potentially inspiring further collaborations that celebrate the sport’s diverse heritage and global reach.