The 2024 season of Jumbo-Visma is going to witness a significant development in the world of professional cycling. In the upcoming game, their sponsorship endeavor is going to be strong as one of the leading multinational corporations, Amazon will be collaborating with the cycling league event. 

This partnership will mark the first step of Amazon into elite cycling. Before this sponsorship decision, Amazon collaborated with the prestigious event featuring in the 2022 Amazon Prime series “All-in Team Jumbo Visma”. 

Avenue openings for Amazon in Jumbo Visma

By stepping into the sports, the tech giant’s series  gave the viewers access to the inner workings of the team during their much-celebrated 2023 campaign. The news of the approximate value of the sponsorship deal, that is €15 million was revealed by Chris Woerts, the Dutch marketing expert during the broadcast of the television program, Inside Today.

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As confirmed by a report placed by WielerFlits, even though there still remains a lot of speculation, it is believed that instead of being the title sponsor, Amazon will be holding a minor position. Amidst controversy, the Soudal-QuickStep team with more than 20 riders, has remained silent failing to confirm any new information about the merger during the Circuit Franco-Belge race.

Yves Lampaert shared his views in an interview with the Cycling News saying, “We don’t know what the outcome of the story will be. Of course, we have questions. We have to wait patiently.”

Confidence prevails amidst riders and staff

As confusion coalesces over the situation, with the cycling world fixated on arriving at a conclusion about the confirmation of the potential merger between Jumbo-Visma and Soudal-QuickStep, the cyclists are fully confident about their future. Riders from the team such as Yves Lampaert and Pieter Serry have complete faith in their existing contracts that have been extended through the 2025 season.

Based on the contracts, no matter what the outcome is about the sponsorship title, they have a strong base in terms of job security. Although rumors are swirling in the cycling world, the riders emphasized their faith and trust in their current management and teams. Another Soudal-QuickStep team, DS Iljo Keisse enlightened others that apart from receiving an email from the team boss, Patrick Lefevere they do not have many updates confirming the sponsorship. 

Hence, the riders and staff are absorbed in the professional duties regardless of the sponsorship outcome showcasing their dedication towards their team and the sport. Amazon’s appearance in cycling through the sponsorship realm serves as a subplot for the cycling community anticipating the potential merger. At the same time, the investment of the hefty amount reflects the soaring appeal of professional cycling on leading global corporations.

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