Safety Jogger set to step up as title sponsor of longstanding Belgian squad
Tim Merlier among his Soudal-QuickStep teammates at the Tour de France – the team will be getting a new title sponsor as QuickStep(Image credit: Getty Images)
Soudal-QuickStep have announced international shoe and workwear brand Safety Jogger as their new co-title sponsor from 2027 onwards for the longstanding Belgian squad.
The announcement by the Belgian WorldTour squad was made at a press conference on the Tour de France's first rest day.
The new deal will see QuickStep drop out as title sponsor after more than two decades. During that time, the team has scored 1,000 victories, including eight editions of the Tour of Flanders, six of Paris-Roubaix, and the 2022 Vuelta a España, with Remco Evenepoel.
"QuickStep will be with the team for the next four years, and we'd like to thank them for that. They'll be visible on our racing kit and have a significant position on there, and we're happy about that," said team CEO Jurgen Foré.
Safety Jogger have already been a minor backer of the squad for the last few seasons but stepped up their backing from January 2026, with the brand name appearing on the bib shorts in addition to the logo's previous position on the riders' shoulders and socks.
The team have already won two stages in this year's Tour de France with Tim Merlier. The Belgian, who scored his eighth win of the season in Bergerac on Saturday, is in contention for the green jersey and has 55 points to make up on classification leader Mads Pedersen.
"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," said Safety Jogger CEO Tom Gybels.
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Safety Jogger is a shoe and PPE company based in Belgium. Founded in 2000, the company has been partnered with Soudal-QuickStep since 2022 and has provided footwear and workwear for the team since then.
At last year's Tour de France, the team unveiled a special Safety Jogger jersey to wear on the race's first rest day. The yellow and black look may hint at the future look of the team with the new sponsor aboard.
Remco Evenepoel wears a special Soudal-QuickStep Safety Jogger jersey during the first rest day of the 2025 Tour de France (Image credit: Soudal-QuickStep)
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Dani Ostanek is Senior News Writer at Cyclingnews, having joined in 2017 as a freelance contributor, later being hired full-time. Her favourite races include Strade Bianche, the Tour de France Femmes, Paris-Roubaix, and Tro-Bro Léon.
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