The Ineos Grenadiers professional cycling team has appointed global sports marketing firm Sportfive as its exclusive sales agency to secure non-endemic global partners.
The partnership will see Sportfive support the UCI WorldTour team with its wider commercial strategy through a range of strategic commercial services.
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Through the collaboration, the agency will work to identify long-term partnership opportunities with premium brands looking to collaborate with the Ineos Grenadiers.
John Allert, Ineos Grenadiers’ chief executive, said: “For the first time in our history, the Ineos Grenadiers Cycling Team is seeking non-endemic global partners for the team.
“This is an extraordinary opportunity for brands to join one of the most decorated teams in Tour de France history. With unrivaled global visibility and premium activation opportunities, this partnership goes beyond sponsorship to shape future victories together.”
Founded in 2009 as Sky Procycling, Ineos Grenadiers, run by the petrochemical giant, is one of the most successful cycling teams with over 500 race victories and 12 Grand Tour championships, including seven Tour De France wins.
Lee Goldwater, managing director of Sportfive UK, added: “For 15 years, the Ineos Grenadiers have been at the forefront of British and world cycling.
“Through this partnership, we look forward to taking this success to a new level to help the Ineos Grenadiers deliver a new era of excellence. This is an incredibly exciting moment for cycling and an unprecedented opportunity for brands to be part of the evolution.”
It was reported earlier this year that Ineos Grenadiers is searching for a second title sponsor, which is presumably part of Sportfive’s remit.
In January, Allert told Cyclingnews: “It's fair to say that Ineos don't want to spend more money.”
This has become apparent in recent weeks as the petrochemical company prematurely ended a sponsorship deal with the New Zealand rugby team and is reportedly seeking an exit from its partnership with English soccer club Tottenham Hotspur.
The New Zealand Rugby governing body has filed a lawsuit against Ineos for an alleged breach of contract.
Ineos owner Sir Jim Ratcliffe is a minority shareholder in English Premier League soccer giants Manchester United and has invested heavily in the team as he effectively controls the on-pitch side of operations.
