Team Sunweb main sponsor taken over by investment firm

The team say the move is good news as plans remain unchanged

The main sponsor behind Team Sunweb has been taken over by an investment firm.

Sunweb Group, a Dutch-Swiss holiday business, has been bought by a Scandinavian German ‘venture investment’ brand, Triton.

The sponsor took over as the team’s main backer in 2016, replacing bike company Giant and shampoo brand Alpecin.

The owner and founder of Sunweb, Joost Romeijn said the sale was necessary to invest in online and automated aspects of the business.

He added that the entire Netherlands staff would remain.

>>> Sir Dave Brailsford ‘can’t give any guarantees’ but sees opportunities for Team Sky future 

Team Sunweb spokesperson Peter Reef told cycling news site Wielerflits that the sale was good news for the team.

He said: “The large Swedish investor Triton has taken a large share in the Sunweb Group.

“This enables Sunweb to accelerate their growth plans.

“They retain their vision, management and business plan.

“This is also good new for the team because the long-term marketing strategy with Team Sunweb as a main pillar remains unchanged.”

Team Sky recently underwent similar upheaval with their parent company.

British broadcaster Sky was bought by American communications giant Comcast.

>>> ‘David Brailsford could have a sponsor up his sleeve, but riders will need to know by May’ 

While team insiders initially said it was “business a usual,” it has since been revealed that Sky will be axing their cycling sponsorship at the end of 2019.

Team principal Sir Dave Brailsford has said he “can’t give any guarantees” but sees opportunities for the British WorldTour outfit.

Sky Group chief executive Jeremy Darroch said: “We came into cycling with the aim of using the elite success to inspire greater participation at all levels.

“After more than a decade of involvement, I couldn’t be prouder of what we’ve achieved with Team Sky and our long-standing partners at British Cycling.

“But the end of 2019 is the right time for us to move on as we open a new chapter in Sky’s story and turn our focus to different initiatives including our Sky Ocean Rescue campaign.”

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Alex Ballinger

Alex Ballinger is editor of BikeBiz magazine, the leading publication for the UK cycle industry, and is the former digital news editor for After gaining experience in local newsrooms, national newspapers and in digital journalism, Alex found his calling in cycling, first as a reporter, then as news editor responsible for Cycling Weekly's online news output, and now as the editor of BikeBiz. Since pro cycling first captured his heart during the 2010 Tour de France (specifically the Contador-Schleck battle) Alex covered three Tours de France, multiple editions of the Tour of Britain, and the World Championships, while both writing and video presenting for Cycling Weekly. He also specialises in fitness writing, often throwing himself into the deep end to help readers improve their own power numbers.  Away from the desk, Alex can be found racing time trials, riding BMX and mountain bikes, or exploring off-road on his gravel bike. He’s also an avid gamer, and can usually be found buried in an eclectic selection of books.