'It's a no until it's a yes but things are looking very promising' – Visma-Lease a Bike boss offers update on sponsor search and cycling reform

Visma-Lease a Bike CEO Richard Plugge has stated talks over a brand new sponsor for the group are progressing, with a possible announcement coming “in a couple of months’ time”.

The Dutch group is searching for a brand new title sponsor after it was introduced in February that Norwegian enterprise software program firm Visma could be taking a step again reasonably than rising its monetary dedication.

Talking to Het Laatste Nieuws on Friday, Plugge remained obscure concerning the nature of the brand new sponsorship talks, however stated that issues have been progressing positively.

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“No, however not not, both,” Plugge responded when requested if his group has a substitute sponsor lined up.

“It is a no till it is a sure, and it is solely a sure as soon as it is really finalised. We’re, nevertheless, in good talks with numerous very promising events. Issues are trying very promising in numerous areas.

“I hope to have the ability to say extra in a couple of months’ time,” he added. “It will be good if we might announce one thing [at the Tour]. And if not, January 1 2027, is okay too.”

Plugge stated that Visma-Lease a Bike are trying to find a major sponsor that may present 30% of the price range of the game’s wealthiest groups.

That price range, he stated, “ranges from €60 to as a lot as €70 million” – which means a brand new title sponsor must contribute round €20 million.

“We’ve got a very good long-term outlook. Visma is a really loyal and essential sponsor that wishes to proceed. With Lease a Bike, Rabobank and Mistral AI on board as nicely, now we have a powerful pool of sponsors. We’re in search of that further major sponsor to take the following step,” he stated.

“We’re conserving the door open to each continent: America, Europe, and Asia, too. One of many richest groups can also be sponsored by a European firm like Lidl.”

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Retaining independence and reforming the game

Lately, a brand new development has emerged within the sport as title sponsors of among the greatest groups, together with Lidl, Decathlon, and Pink Bull, have taken possession of these groups reasonably than merely contributing sponsorship cash.

Plugge thinks it is essential to retain some degree of independence, nevertheless.

“I joined this group when Rabobank was the proud sponsor and proprietor. On the time, we have been in search of methods to turn out to be extra of a sports activities group once more and fewer of a banking group. We succeeded in that. I believe you will need to maintain on to that,” he stated.

“We’re profitable as a result of we’re targeted on sports activities, and I’ve individuals round me like Robert van der Wallen and people from the PON Group who present business-wise recommendation but additionally contribute to the sporting facet.

“We imagine it is vital that the sporting administration makes the sporting choices. Many corporations perceive that, too. At Visma, their place is: ‘We’re good at what we do, and you might be good at what you do. That’s the reason we’re your sponsor and depart the sporting choices to you.’

“Up to now, I’ve seen for myself that issues can generally get out of hand when the sponsor can also be the proprietor.”

Plugge additionally talked concerning the potential for reform in biking. The Dutchman has, lately, spearheaded the One Biking undertaking, which has sought to shake up biking’s calendar, change the way in which the game is run, and alter its enterprise mannequin.

Updates on One Biking have gone quiet up to now 12 months, with UCI President David Lappartient placing the undertaking ‘on discover’ final July, refusing One Biking’s request to organise a number of new WorldTour races and serving a menace to groups and races over collaborating with the undertaking.

“The idea of One Biking nonetheless exists, thoughts you,” Plugge stated.

“The UCI has despatched a letter to six,000 individuals asking for his or her enter on how you can implement financial reform. I’ve had a very good relationship with UCI President David Lappartient for a very long time.

“I spoke to him at size simply two weeks in the past, and he says he is attempting to get ASO on board with the plan. David typically sees eye to eye with me on how we are able to make the game future-proof, or at the least hold it that approach.”