Fabian Cancellara and Assos rejoin forces: four-time world champion's Tudor Pro Cycling team announces multi-year clothing deal

Iconic Swiss clothing brand teams up with legendary Swiss rider's team for the 2023 season and beyond

Image shows Fabain Cancellara training with his Tudor Pro Cycling team
(Image credit: Assos / Tudor Pro Cycling)

Assos has entered into a multi-year partnership with the cycling team owned by Fabian Cancellara (opens in new tab).

The Swiss clothing brand is now the technical cycling apparel supplier to Tudor Pro Cycling (opens in new tab), who began life as the Swiss Racing Academy development squad in 2019, with Cancellara taking over the reins at the end of 2022. The team will race the 2023 season at the second-tier ProTeam level.

Assos (opens in new tab), which has a longstanding relationship with the man known as Spartacus, says it will be “working closely alongside the riders to gather technical feedback on the products as they are raced in the most demanding conditions”. 

These riders include Simon Pellaud and Alexander Kamp, both who raced for Trek-Segafredo in 2022 on the WorldTour.

Image shows Simon Pellaud of the Tudor Pro Cycling Team

(Image credit: Assos / Tudor Pro Cycling)

Roche Maier, brand and product chief at Assos and son of founder Toni Maier, was clearly delighted with the partnership. “It is with great joy and excitement for Assos to join Cancellara’s project of a truly Swiss professional team, which envisions to be the pinnacle extension of the Swiss cycling federation,” he said.

Cancellara is just as keen to highlight the synergy between team and brand.

“I was fortunate to spend many years of my career in Assos and know first hand how committed the company is to making apparel function for the racer,” he says. “I see their common values that are also essential to Tudor. Adding another iconic Swiss brand like Assos [Tudor is a Swiss watch brand] was an obvious perfect match.’’

Images shows Tudor Pro Cycling team out training ahead of the 2023 season

(Image credit: Assos / Tudor Pro Cycling)

The team kicks off  its 2023 season at the one-day race  Grand Prix Cycliste de Marseille La Marseillaise (opens in new tab) on January 29.

Cancellara, who retired from the professional peloton in 2016 with a palmares that included three Paris-Roubaix, three Tour of Flanders, four world time trial championships, two Olympic golds and 21 Grand Tour stage wins, made headlines at the end of 2022 managing to pry Ricardo Scheidecker away from Quick-Step to serve as Tudor’s sports director. Scheidecker was widely recognised as playing an instrumental part in Remco Evenepoel’s recent successes.

Thank you for reading 10 articles this month* Join now for unlimited access

Enjoy your first month for just £1 / $1 / €1

*Read 5 free articles per month without a subscription

Join now for unlimited access

Try first month for just £1 / $1 / €1

Freelance writer

Luke Friend has worked as a writer, editor and copywriter for over twenty years. Across books, magazines and websites, he's covered a broad range of topics for a range of clients including Major League Baseball, the National Trust and the NHS. He has an MA in Professional Writing from Falmouth University and is a qualified bicycle mechanic. He fell in love with cycling at an early age, partly due to watching the Tour de France on TV. He's a passionate follower of bike racing to this day as well an avid road and gravel rider.