Jumbo-Visma to become Visma-Lease a Bike for 2024

Team Jumbo-Visma are set to become Visma-Lease a Bike in 2024 after securing a replacement for outgoing sponsor Jumbo, according to reports in the Dutch press.

WielerFlits reported on Monday that Lease a Bike - a subsidiary of transport multinational Pon, a Dutch company - will become title sponsors in 2024, whilst existing title sponsors Visma move up a spot to first naming rights.

Read more: Jumbo-Visma and Soudal Quick-Step merger reportedly cancelled

Lease a Bike has already been a sponsor of the team during this season, and its logo can be seen on the front of the current Jumbo-Visma jersey, but sources have confirmed to WielerFlits that its investment is set to grow next year.

The brand is a bike-loaning programme used by companies in the Netherlands, Belgium and Germany, and is run by Pon, best known as distributors and importers of many bike brands - including Cervélo, Jumbo-Visma’s current bike sponsor - and several car brands.

Jumbo, who had previously stated their intention of ending sponsorship of the team at the end of 2024 at the latest, looks set to end their commitment to the team a year early with a new sponsor secured.

The involvement of Lease a Bike would put 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.

The cancellation of the merger came amidst the breakdown of the deal with Amazon, but also after vocal complaints from several Quick-Step riders, who were not in favour of a move that would have seen many riders and staff out of contract.

Read more: Patrick Lefevere says Amazon arrival raises questions over Jumbo-Visma and Soudal Quick-Step merger

The size of the deal with Lease a Bike, and therefore the team’s budget for next season, remains unknown, but WielerFlits speculates it to be around the 25-30 million euro mark. They also note that in 2025, Richard Plugge’s team will lose another sponsor, as the Netherlands are set to ban sports sponsorship from betting companies, which would affect non-title sponsor Betcity.

Visma has already reaffirmed its commitment to the team, with its director of sponsorship Anne-Grethe Thomle Karlsen telling WielerFlits: “As far as the future is concerned, we entered into this sponsorship in 2019 with a long-term perspective. As long as both parties see common value in this collaboration, that will not change.”

The question that perhaps remains is whether Visma-Lease a Bike will be a long-term solution for the Dutch team, or if they are still looking for more major sponsorship over a longer period as they look to build upon their status as one of the most successful teams in the WorldTour.

Jumbo-Visma

• Nationality Netherlands
• Founded 1984
• Team Principal Richard Plugge
• UCI Code TJV
• Bike Sponsor Cervélo