Explore the inside story behind how Netcompany and INEOS partnered to create the Netcompany INEOS Cycling Team.
In this Success Story:
Challenge
Founded in 2009 as Sky Procycling, Netcompany INEOS Cycling team is one of the most successful men’s teams of the modern era, with over 500 race victories and 12 Grand Tour championships, including seven Tour De France wins.
Wanting to build on this pedigree and create the next generation of cycling success, SPORTFIVE were appointed as the Exclusive Sales Agency for the INEOS Grenadiers Cycling Team (previous team name) in 2025.
In this role, SPORTFIVE was tasked with creating and delivering a commercial strategy to identify and secure high-value, long-term partnerships, connecting the team’s pursuit of a new era of excellence with brands seeking an authentic and impactful platform to unlock meaningful commercial and marketing value.
Solution
From the beginning, the aim for all parties was to go beyond simple sponsorships and instead create partnerships with purpose that could drive progression and innovation.
To achieve this, SPORTFIVE set out to craft a new strategic commercial positioning for the team - one which drew upon analysis and experiences from the cycling and wider sports markets to reposition the team’s identity, shift its commercial narrative and establish a new creative direction.
Leveraging an extensive commercial infrastructure that spans more than 60 offices, across 18 countries, SPORTFIVE went to market and identified Netcompany, one of Europe’s fastest growing technology companies as an ideal partner to match the team’s ambitions.
With a core work stream centred around emerging IT and AI, Netcompany’s innovative technology and leading position in the market - along with a forward-thinking workforce of over 10,000 employees across 12 countries, positioned the Danish software experts as a key partner for the team to call upon to maximise performance, logistics, training and tactics.
Working across rights assessments, partnership alignment, governance and legal compliance and contractual negotiations, SPORTFIVE brokered a five-year co-title partnership between Netcompany and the INEOS Grenadiers Cycling Team.
Netcompany INEOS Cycling Team Launch Event, London
Outcome
In April 2026, at a launch event in London, Netcompany INEOS Cycling Team was officially unveiled to press and media from across the worlds of cycling and technology.
As well as a brand new team identity, changing from the previously named INEOS Grenadiers Cycling Team, the launch revealed a new race kit and brand colours, incorporating Netcompany’s sleek Scandinavian design into the team’s new identity.
Sitting at the heart of the partnership, PULSE, Netcompany’s European AI-driven digital platform which is already used at both Munich and Heathrow airports, has been adapted to cycling and reshaped how the team operates. Embedded across all team operations including training, logistics, racing and recovery, PULSE’s native AI engine turns real-time and historical data into clear next steps for the team.
Combining Netcompany’s expertise in digital orchestration and European AI with INEOS’ raw talent and obsession with perfect execution, the partnership unites around one purpose: winning.
+ 3,000 %
Increase in Netcompany brand reach - based on first four months of partnership compared to previous period
+ 185 K
Daily Netcompany brand engagements in first four months of partnership - a 1,280% increase compared to previous period
+ 24 K
Daily Netcompany media mentions in the first four months of the partnership - a 1,190% increase compared to previous period
Source: Meltwater - Media Search for Netcompany, comparing the periods of:
1 January 2026 - 27 April 2026 and 28 April 2026 - 4 August 2026
