Decathlon Takes Over as Title Sponsor of AG2R La Mondiale with Ambitious Plans
Decathlon to become the new title sponsor for AG2R La Mondiale as the team aims for Tour de France victory by 2030.
Key Points
- • Decathlon will be the new title sponsor beginning in 2024.
- • Team's budget expected to exceed 40 million euros by 2026.
- • Ambition to win the Tour de France by 2030, starting with a focus on classic races.
- • Plans to develop young riders and attract top sprinters like Olav Kooij.
In a significant shift within the cycling scene, Decathlon is set to replace AG2R La Mondiale as the title sponsor of the French cycling team starting in 2024. The team has outlined its bold ambition to clinch the Tour de France championship by 2030, with plans to bolster its budget to over 40 million euros by 2026, a considerable increase from the 28 million euros allocated for 2025. This strategic transition was detailed by Dominique Serieys, the team's director general, who affirmed their goal to rise into the Top 5 and eventually the Top 3 ranks globally.
To enhance competitiveness, the team plans to recruit young talents like 18-year-old Paul Seixas and is eyeing top sprinters, with Dutch cyclist Olav Kooij being a potential target. While Serieys highlighted the necessity of excelling in classic races and securing distinct jerseys in the Tour de France, he acknowledged the intense competition the team faces. Historically, the team has had notable podium finishes, with riders like Romain Bardet and Jean-Christophe Péraud securing second place in previous Tours. Amidst these changes, Decathlon-AG2R La Mondiale aims to set a new benchmark for team sponsorships in French cycling, especially as other teams like Arkea-B&B Hotels face uncertainties due to sponsor exits. Virgile Caillet, a sports business expert, emphasized the innovative approach of Decathlon-AG2R La Mondiale, suggesting it could reshape the investment landscape in cycling.