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Visma-Lease a Bike's urgent need for a new title sponsor reflects cycling's uncomfortable financial reality

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Visma-Lease a Bike's urgent need for a new title sponsor reflects cycling's uncomfortable financial reality

Success can't guarantee you longevity, it seems. Visma-Lease a Bike's search for a new title sponsor is less a reflection on the team's value, and more an inevitable outcome of the sport's business model.

By Chris Marshall-Bell

Photography by Zac Williams/SWPix.com

2 JUNE 2026 | UPDATED 12.35 PM BST

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Rouleur Issue 144 — The Tour Issue
In printIssue 144

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The Tour Issue

Le Tour de France: a race defined by colour, passion and history, whose drama and romance continue to shape the identity of cycling’s greatest stage.