A new era of the men’s cycling team: Soudal Safety Jogger announced for 2027
Oudenaarde, Belgium - 13 July 2026 - Starting in 2027, long-term partner Safety Jogger Works will step up as co-title partner of the global cycling team, officially transforming the team’s identity into Soudal Safety Jogger.
This milestone partnership was unveiled today through an adrenaline-fueled, Top Gun- style campaign video – signalling a bold new chapter for the squad and celebrating the natural evolution of a powerful five-year journey.
Safety Jogger, a Belgian-based global leader in personal protective equipment, first partnered with the men's team in 2022 and expanded its commitment to the women’s team AG Insurance-Soudal in 2023. Beyond prominent placement on the jersey, socks and bib shorts, Safety Jogger has consistently provided head-to-toe protection for the "team behind the team," driving immense brand visibility both on and off the bike.
Looking to 2027, this elevated co-title partnership catapults Safety Jogger onto the world's biggest cycling stage, taking its global presence to the next level.
A shared vision for the future
With its headquarters based in Oudenaarde, just a short distance from the team's home in Flanders, Safety Jogger perfectly mirrors the team's values and competitive ambition. Operating in highly competitive environments, both have built strong reputations through innovation, determination and a relentless pursuit of excellence. Furthermore, safety remains the ultimate priority for both; Safety Jogger's mission to protect people from head to toe in the workplace perfectly aligns with the team's ongoing commitment to improving safety in professional cycling.
As a fast-growing and ambitious company, Safety Jogger is leveraging this strategic title partnership to drive its next phase of international expansion. The team has a proven track record of helping partners increase their global visibility, strengthen brand recognition and connect with audiences around the world. Having seen the massive impact of our successful collaboration, we are thrilled to be a cornerstone of Safety Jogger's future growth ambitions.
The arrangement also marks an evolution of the team’s historic partnership with Quick-Step, who have committed to continue their support for the team until 2030, with their name remaining prominent on the team’s race kit.
Speaking at the unveiling of the new co-title partnership, Tom Gybels, General Director, Safety Jogger, shared: “We are incredibly proud to share this historic milestone in our global journey of protecting people from head to toe. Stepping up as the co-title partner is the ultimate recognition of our long-standing relationship and the cherry on top of five years of incredible company growth. From 2027 onwards, we are taking our commitment to the next level, further strengthening our PPE partnerships, brand growth, and our presence on the global cycling stage.”
Jurgen Foré, Team CEO, added, “The strongest partnerships are built on shared values, which is exactly why our future with Safety Jogger is so compelling. While we both share proud roots in Flanders, we have each built a global footprint through a relentless commitment to innovation and excellence. This new co-title partnership is the natural evolution of a highly successful relationship, and we are excited to take our collaboration to the next level as we pursue ambitious global goals together.”