Never change a winning team. With that in mind, the Limburg bicycle manufacturer Ridley and Lotto Soudal headed for the negotiations. Given the – on both sides – great satisfaction with the current partnership, the result followed swiftly: a contract up to and including 2022.
“Both Ridley and us share the same vision of cycling,” said Lotto Soudal General Manager John Lelangue. “Performance, quality and continuous research and development. In short, we aim for the best there is on the market. ”
“We have been sponsoring Lotto Soudal for 13 years,” says Jochim Aerts, CEO of Belgian Cycling Factory, the parent company of Ridley. “In 2005 they gave us a chance at the highest level. Together we immediately won 3 stages in the Giro and the Tour that first season, thanks to Robbie McEwen. A year later our first Green Jersey was a fact, the start of a fantastic and long-term partnership.”
Ridley and Lotto Soudal collected 319 victories over those years, more than half of them on their flagship, the Ridley Noah Fast. The sprinters’ bike was therefore manned by top sprinters such as Robbie McEwen, André Greipel and, since last year, Caleb Ewan.
“Sponsoring a WorldTour team is not only important for brand awareness,” says Jochim Aerts, “but Lotto Soudal is also essential for the development of our racing bikes. That is why we are extremely proud that we can extend our contract for a further 2 years. ”