Deceuninck stops as title sponsor for Van der Poel and Philipsen’s teams, new title sponsor needed

Deceuninck will step back as a title sponsor for the cycling teams Alpecin-Deceuninck (men) and Fenix-Deceuninck (women) at the end of 2025. The Belgian publicly traded company announced this in a press release on Friday. While Deceuninck will remain involved as a jersey sponsor, it will give up its spot in the team name to a new sponsor.

Deceuninck joined Mathieu van der Poel’s team in 2021 and also partnered with the women’s team run by the Roodhooft brothers, where Puck Pieterse is one of the standout riders. After several successful seasons, the company—previously a title sponsor for Deceuninck-Quick Step—has decided to make room for a new name sponsor.

"The partnership has delivered the desired results in terms of brand awareness," the statement reads. Under the Alpecin-Deceuninck name, the team secured major classics, stage wins, leader’s jerseys in Grand Tours, and multiple world titles with stars like Van der Poel, Jasper Philipsen, and Pieterse.

Francis Van Eeckhout, Executive Chairman at Deceuninck, explained the decision on behalf of the company. "Thanks to the team’s many sporting successes and professional approach, we have significantly increased our brand awareness. We have an excellent relationship with the team, and we want to remain connected as a jersey sponsor in the future. Among our employees, customers, and business partners, we still see a strong appetite for the hospitality and brand activation opportunities the team provides," Van Eeckhout said.

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Roodhooft: "Of course this creates a challenge for our team"

Philip Roodhooft, general manager of Alpecin-Deceuninck and Fenix-Deceuninck, added his perspective on behalf of the teams. "Since our first discussions in 2021, a great partnership has developed. At the time, the step was not as obvious as it might seem today because we weren’t even a WorldTour team yet. However, we managed to appreciate the trust that Deceuninck as a company—and Francis personally—placed in us," said the leader of the successful cycling teams.

"Our gratitude for their commitment is much greater than any disappointment over their decision to step back. Of course, this presents a challenge for us as a team, but we were informed in time, and we are doing everything possible to secure another solid second name partner. At the same time, we are very happy that Deceuninck will remain onboard as a jersey sponsor in the future. This not only helps us continue to grow but also serves as a great compliment to how we have worked together over the past four years," Roodhooft concluded.

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