If you’ve been watching professional cycling for years, you’ll have found yourself drawn in by the continual changes of colours and names adorning the riders. The lurid, Liquorice Allsort appearance of the pro peloton is full of surprises each year: what’s that new sponsor? What’s the company behind the name, how do they make their money, and why are they using cycling to market themselves?
This year is no different. So if you thought that Visma was a breed of dog or wondered how a Saudi Arabian city came to sponsor a cycling team, this feature is for you. Here’s the lowdown on those strange names and logos to keep you fully informed as you lie back and lap up the action this summer.
HANSGROHE
A German bathroom and kitchen fixtures manufacturer since 1901, Hansgrohe is now one of the world’s largest suppliers of kitchen and bathroom taps.
2022 turnover: £1.35bn
What do they do?
It’s possible that your showerhead or bath tub was made by the
