Soudal and his fight to “bring cycling closer to the fans”

Since the beginning of January 2023, the Soudal company has given its name to the team led by Patrick Lefevere and which includes the World Champion, Remco Evenepoel, as top star The five-year agreement will provide stability and guarantee the continuity of Soudal – Quick Step, a squad that is the symbol of the Flemish region of Belgium, where the heart and cycling culture of Flanders.The Relation of Soudal with cycling is not new. He began in 2014 by inserting his logo on the shorts of the then Lotto-Belisol, to later become a second sponsor (Lotto-Soudal) for the last eight seasons.

For this 2023, joining Lefevere’s Wolfpack means sponsoring a team that has scored the most UCI points in 9 of the last 10 seasons, with two World Champions, Julien Alaphilippe and Remco Evenepoel, and that has an impact worldwide according to the presence of Soudal in 140 different countries and 25 manufacturing plants spread all over the world.Soudal is the largest independent manufacturer of sealants, adhesives and polyurethane foams for the industrial, construction and DIY markets, with innovative solutions and a focus on sustainability.

It was founded in Turnhout (Flanders, Belgium) in 1966 and races such as the Tour of Belgium or the old Ronde Van de Kempen have passed through the ‘door’ of the factory and have seen legendary wins such as Rik Van Steenbergen, Rik Van Looy or Ludo Peeters. Cycling is in the DNA de Soudal and that is why for this first year of sponsorship in Spain it will be present in the main cycling events in which Soudal-Quick Step will participate in our country. The program is called Together to the goal It is also part of the 20th anniversary of Soudal’s arrival in Spain and aims to bring cycling closer to fans so that they can experience it from within.

20 pedal strokes will start in The Volta a Catalunya on Monday March 20. There, 20 clients of Soudal España will have the opportunity to meet the team’s riders, including Remco Evenepoel, who goes to the Catalan round as the top favorite and will watch the race from a reserved VIP in the front row. The experience will be repeated in Bilbao at the start of the Tour de France at the beginning of July and in two stages of La Vuelta (the eighth with a finish line in Xorret del Catí (Alicante) and the last in Madrid). The experience will not be exclusive to distributors , but will also include the Final client. In the Return two VIP places will be reserved: one will be through a raffle on social networks and another will reward the purchase in hardware stores and large surfaces such as Leroy Merín and Obramat.

Ambassadors like Beloki and Sánchez

Soudal will be at Festibike in September, the international fair for bicycle lovers and users, as an exhibitor for its range of a dozen cycling products, from chain lubricants to specific cleaners or assembly pastes for bicycle components. You will also participate in the Looping Bike activity. And since Festibike is from September 8 to 10 and coincides with the two key stages of La Vuelta, final in Tourmalet and stage of Larrau, will put a giant screen so that the race can be followed live.

Soudal’s work to bring cycling closer to fans will count on two ambassadors, Joseba Beloki and Samuel Sánchezwho through their social networks will analyze the races in which they will participate in Soudal – Quick Step in Spain and will explain their impressions of the range of Soudal products for the bicycle.Soudal will also launch a cycling loyalty program in April. This is a points system in which the 60 participating hardware stores will be able to win jerseys, shorts and streetwear from the Soudal – Quick Step team. 2023 the company celebrates 20 years since its arrival in Spain. It is present above all in the professional segment, construction and hardware and DIY.

In the words of Peter Esselens, Country Manager of Soudal Spain: “We are delighted to be able to sponsor the most powerful cycling team on the circuit. The values ​​of cycling (effort, resilience and teamwork) perfectly match those of Soudal, so we are convinced that cycling is the most appropriate way to publicize our solutions for sustainable construction. There is no better way to celebrate our 20th anniversary in Spain, accompanied by our distributors and end users”.

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