Kindred Group’s Unibet brand has signed a multi-year agreement to become the title sponsor of professional cycling team Tietema Rockets.
From 2025, the Unibet Tietema Rockets will become the first team in professional cycling with a franchise name, after two successful years for the TDT-Unibet ProTeam including a WorldTour debut earlier this year in the Amstel Gold Race.
The development marks the next phase in the team’s ambitions to reach the Tour de France.
“To do so, we need to develop our riders’ level, attract more global partners and tell our story in the best way possible,” said team owner Bas Tietema. “Our goal is to be the best followable team for cycling fans around the world.
“With the new Rockets identity, we take a big step forward in creating a sustainable organization and hopefully accelerate our growth as a team.”
Neil Banbury, chief commercial and marketing officer at Kindred, commented: “We’re incredibly proud of the team’s development and how they’ve worked towards our joint goal, the Tour de France. The team has a huge potential and has already proven they are capable of developing very quickly.
“From the beginning, their ambition, entrepreneurial spirit and the way they present themselves has been something that has inspired us and has been refreshing to the sport. We can’t wait to see the Rockets in action and grow to the next level.”
For next year, the Unibet Tietema Rockets has applied to race on a French UCI ProTeam license, having previously been registered in the Netherlands.
“Every cycling team starts out with that one dream, the Tour de France,” added Tietema. “We have been working towards that dream for a long time and probably exceeded the expectations of many already. We are very proud of the development so far and now we’re taking a big step towards realizing those dreams.”
Kindred Group is now part of Paris-listed La Française des Jeux (FDJ).