Plugge pulls a rabbit out of the hat: Rabobank returns as co-sponsor of Visma | Lease a Bike

More than twelve years after abruptly ending its cycling sponsorship, Rabobank is making an unexpected return to the sport. Starting from the Tour de France, the bank’s logo will appear on the jersey of Visma | Lease a Bike. Additionally, Rabobank will sponsor TeamNL. According to insiders, this is just the beginning of a broader re-entry into cycling, as reported by NOS and Wielerflits.

Rabobank has reportedly been in talks with Visma | Lease a Bike for over a year through sports marketing agencies Kumpany and TIG Sports. The appointment of Stefaan Decraene as CEO on January 1, 2023, gave the discussions a new boost, as the bank’s management wanted to reconsider the possibilities of a return.

Text continues below photo

Plugge helped the team rebuild its identity after the Rabobank era

The (renewed) partnership is striking, given their history

Just as in the period from 1996 to 2015, Rabobank sees opportunities to further support youth cycling in the Netherlands—and possibly Belgium. This will be a key focus area for the bank. Among other initiatives, it will support the Ready2Race project, an initiative launched by Richard Plugge's team in collaboration with Jumbo Supermarkets. Rabobank is stepping in to replace BetCity, which must cease sports sponsorships due to changing gambling regulations by July 1, 2025.

The renewed collaboration between Rabobank and the cycling team it was once closely tied to is striking. From 1996 to 2015, Rabobank was the driving force behind Dutch cycling, supporting professional teams, development squads, the Dutch cycling federation (KNWU), and numerous local and national races.

Text continues below photo

Doping scandals ended the partnership in 2012

However, that era remains linked to doping scandals. The USADA report on Lance Armstrong also revealed doping use within the Rabobank team, prompting the bank to immediately end its involvement in October 2012. Four years later, Rabobank completely withdrew from cycling.

The doping scandals led the bank to cut off funding at the time, triggering difficult years for the Dutch team. With LottoNL-Jumbo, the squad gradually rebuilt itself. The fact that Rabobank is now re-entering the sport—and with the same team—is notable. At the same time, while the team name remains the same on paper, it has undergone a complete transformation since then. For the biggest Dutch cycling team, this sponsorship is a significant milestone, particularly given its controversial history.

A press event will take place tomorrow at Rabobank’s headquarters in Utrecht.

Read also

LeMond opens up about doping and his feud with Armstrong: "Bizarre that the Armstrong era was even worse than the '90s"

Revolutionary saddle, new cockpit and shorter cranks: Vingegaard's time trial equipment did not disappoint in the Algarve

Van Aert loses not only Laporte but also Classics talent, Visma | Lease a Bike wraps up UAE Tour in style

Subscribe to our Newsletter

Get every week the latest news about CYCLING in your inbox!

Subscribe