Bike Industry Briefing

Racing, Tech, and E-Bikes: Where Cycling’s Future Converges

Quick scan

Pro Racing, Sponsorship & Brand Visibility

  • Deceuninck steps back from title sponsorship of Alpecin, with Premier Tech taking lead naming rights after a partnership that delivered over 100 victories, including major Grand Tours and classics.
  • Premier Tech commits for three years, explicitly aligning with top talent such as Mathieu van der Poel and Jasper Philipsen.
  • Israel–Premier Tech rebrands as NSN Cycling Team after a turbulent 2025 marked by political protests, limited WorldTour success, and sponsor departures.
  • The UCI Cyclocross World Cup returns in Terralba, Sardinia on a new, more sheltered course, with expectations centered on Lucinda Brand amid some notable absences.
Sponsor turnover and team rebranding show how performance, politics, and media exposure are directly reshaping which logos dominate top-tier road and cyclocross coverage.

MTB Media, Culture & Product Signals

  • The 2025 Enduro World Cup closes in La Thuile and Morillon, with a first-ever night stage and tight overall battles among riders like Ella Conolly, Sławomir Łukasik, Charles Murray, Jesse Melamed, Simona Kuchyňková, and Nadine Ellecosta.
  • Freeride storytelling accelerates via Brage Vestavik’s Trolldom project in Squamish, Kaos Seagrave’s Canadian road-trip film, and Amaury Pierron’s POV chase with Till Alran.
  • Adolf Silva’s recovery video emphasizes gradual return and fan engagement, reinforcing injury-and-safety narratives.
  • On the product side, Garmin’s inReach Mini 3 / Mini 3 Plus add a color touchscreen, faster Iridium messaging, and (on Plus) voice and photo capability at $450–$500, while Rad Power Bikes’ RadRunner update focuses on safety and ride quality in the utility e-bike segment.