Teams set for major rebranding as Dutch postal company joins for at least three years
Team DSM-Firmenich join forces with PostNL for 2024 and beyond(Image credit: Team DSM-Firmenich PostNL)
Team DSM-Firmenich is set to undergo yet another rebranding with Dutch postal company PostNL coming on board as a co-title sponsor for 2024 and beyond. The deal will see the company support the men's, women's and U23 development teams "for a period of at least three years."
PostNL is the Netherlands' largest postal and parcel delivery company, and the new sponsorship is set to herald another rebrand for the squads. Press photos issued by the team show off a white and teal jersey with orange highlights to reflect PostNL's corporate colours.
The team confirmed that the 'keep challenging' stripes on the jersey will be orange next year, though the official 2024 kit reveal will come on January 8.
Earlier in 2023, Team DSM became Team DSM-Firmenich for both the men's and women's squads following the merger and launch of the two companies. The men’s WorldTeam debuted their new jerseys at the Tour de France, while the women’s team carried the new look at the Giro Donne.
This past season, the transition from Team DSM to Team DSM-Firmenich retained predominantly black and blue jersey with a distinctive two-striped design.
"With PostNL we connect a wonderful brand to our team," Team DSM-Firmenich CEO Iwan Spekenbrink said. "Together we are committed to success and building a healthy future, both on and off the bike. PostNL strengthens our team as an expert partner of sustainable logistics solutions.
"PostNL and DSM-Firmenich provide the team – together with our other premium partners – a solid foundation for sporting growth and opportunities in the coming years. The fact that the team now has two prestigious businesses as partners is fantastic."
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PostNL has been involved with sports sponsorships in the past, recently with mountain biking teams and as a partner with Marathon Amsterdam. Wielerflits noted that PostNL has been searching for a major sports sponsorship.
It now seems apparent that a high-profile cycling partnership fit the company’s objectives related to ‘movement and sustainability’. It also gives the delivery company, which has seen its parcel and e-commerce business grow internationally, broader visibility with the WorldTour teams competing at Grand Tours and big events well beyond the borders of the Netherlands and neighboring Belgium.
For 2024, Team dsm-firmenich added Dutch sprinter Fabio Jakobsen to its men’s roster in a three-year deal. French riders Romain Bardet and Warren Barguil continue as the GC leaders, with a flock of young, up-and-coming riders gaining Grand Tour experience this past season, including Matthew Dinham, Oscar Onley and Kevin Vermaerke.
Pfeiffer Georgi and Charlotte Kool will continue to lead the women’s WorldTour squad, Kool leading the way in 2023 with 13 of the team’s 18 wins in a breakthrough season. The team recently added a trio of riders to support their top sprinters, Italian Rachele Barbieri and British U23 riders Josie Nelson and Abi Smith.
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Team CEO Iwan Spekenbrink (centre left) with the new DSM-Firmenich PostNL jersey(Image credit: Team DSM-Firmenich PostNL)
A colourful rebranding for the Dutch team(Image credit: Team DSM-Firmenich PostNL)
Jackie has been involved in professional sports for more than 30 years in news reporting, sports marketing and public relations. She founded Peloton Sports in 1998, a sports marketing and public relations agency, which managed projects for Tour de Georgia, Larry H. Miller Tour of Utah and USA Cycling. She also founded Bike Alpharetta Inc, a Georgia non-profit to promote safe cycling. She is proud to have worked in professional baseball for six years - from selling advertising to pulling the tarp for several minor league teams. She has climbed l'Alpe d'Huez three times (not fast). Her favorite road and gravel rides are around horse farms in north Georgia (USA) and around lavender fields in Provence (France), and some mtb rides in Park City, Utah (USA).
