According to reports in the Dutch press, Jumbo-Visma will become Visma-Lease a Bike in 2024 after securing a replacement for outgoing sponsor Jumbo.
WielerFlits reported today, that Lease a Bike, a subsidiary of the Dutch multinational bike company Pon, will become a title sponsor in 2024, while Visma will move up to top sponsor.
Pon Holdings BV claims their annual revenues exceed €10 billion and Lease a Bike is another part of the conglomerate. Lease a Bike was already a minor sponsor of the Jumbo-Visma team in 2023, but is likely to become a title sponsor in 2024 as the Jumbo supermarket chain ends its backing.
According to inside sources, the team’s budget for 2024 is speculated to be between 25 and 30 million euros. This comes amid questions concerning the financial future of the team and its partnership with BetCity, as sports sponsorships by online gambling companies will only be permitted until July 1, 2025 in the Netherlands.
Meanwhile, the Norwegian software and IT brand Visma has made it clear that they will remain as a title sponsor, investing around €12 million.
The involvement of Lease a Bike puts an end to several weeks of speculation around the future of Jumbo-Visma, including a much-discussed but ultimately canned merger deal with Soudal Quick-Step, plus a promising but apparently failed multi-million euro deal with Amazon.
Lease a Bike claims that 7000 companies in the Netherlands, Germany and Belgium have signed up to their bike leasing program, with 100,000 employees enjoying tax breaks as they lease a bike to ride to work and for recreational use. Moreover, reports indicate that a total of 600,000 employees in 65,000 different companies have used Pon’s different leasing brands.
Additionally, Volkswagen Financial Services, a Germany-based subsidiary of car brand Volkswagen recently invested in Pon’s bike leasing brands, with plans to expand into the USA and other markets.
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