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Belgian cycling outfit rebrands as Alpecin-Fenix

Mathieu Van Der Poel of Netherlands celebrates after winning silver in the Men's Road Race during the road cycling on Day Eleven of the European Championships (Photo by Dan Istitene/Getty Images)

Belgian UCI Professional Continental cycling team Corendon-Circus has rebranded as Alpecin-Fenix following a change in title sponsorship.

German hair products manufacturer Alpecin will share naming rights to the team with Fenix, an Italian interior design company. The lengths of their respective deals were not disclosed but the change in name is effective immediately.

The two companies will replace travel company Corendon and sports betting firm Circus as title sponsors of the team.

German bike manufacturer Canyon will continue to sponsor the team and will benefit from brand exposure on riders’ shorts.

Alpecin previously title sponsored UCI WorldTour team Katusha-Alpecin, whose license was taken over by Israel Cycling Academy last year.

Alpecin-Fenix’s stable of riders includes Mathieu van der Poel (pictured).