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Soudal makes co-title switch from Lotto to QuickStep cycling team

Mauro Schmid of Switzerland and Team QuickStep-AlphaVinyl. (RvS.Media/Basile Barbey/Getty Images,)

Belgian pro cycling team QuickStep-AlphaVinyl will become Soudal-QuickStep in 2023 under a new five-year co-title deal with the Soudal sealant and adhesive brand.

Soudal will move over from the Lotto Soudal team where it had figured on the team shirt since 2015.

The Soudal-QuickStep team colours for 2023 will see Soudal feature above the QuickStep logo.

Team manager Patrick Lefevere said it was the first time in his long career that he was able to announce a five-year agreement. Lefevere added: “Their partnership with us allows some stability for the squad for several years. It allows us to work together with Quick-Step on some long-term projects and common goals that we are all aiming to achieve.

“Both of our title sponsors have been in cycling for several years now, so they understand how the sport works, which is really important when trying to build something together.”

Quoted in specialist cycling publication Cycling News, Soudal chief executive Dirk Coorevits added: “We rode as Soudal Lotto in international races outside of Belgium and we were aware that cycling sponsorship is a really good part of our marketing mix. It gives you a lot of exposure.

“I think we can go to the next level with Patrick and with QuickStep. They’ve achieved many things and are the most successful team in the last ten years. We wanted to pair with them because we share the chase ambitions.”

For the 2023 season, Lotto Soudal has already announced the addition of a new co-title sponsor, with cloud computing company Dstny replacing the outgoing Soudal

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