‘A new era begins’: INEOS Cycling signs up Netcompany for major AI push, new title sponsor

The five-year deal will see the team renamed as Netcompany INEOS, with the new branding debuting at the Giro d’Italia 2026 next month.

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Netcompany says PULSE offers real-time data analysis and actionable insights all in a single location, offering a unified race intelligence platform for the team where rider, environmental and logistical data can instantly be viewed.

These will be vital in a fast-paced racing environment, allowing the team to make quick decisions such as sending a rider up for a breakaway, or when to launch a sprint train.

It could also allow for better context-aware planning, adapting in real-time to offer nutrition advice if weather conditions suddenly change, as well as aiding with recovery and equipment status after a race.

“I’ve seen first-hand how much the sport has evolved. But what hasn’t changed is the importance of doing all the basics well and paying attention to the tiny details. That’s what ultimately leads to success on the road,” said Geraint Thomas, Netcompany INEOS Director of Racing.

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“Netcompany’s PULSE AI platform will help with that across every part of the team. It gives us confidence in the systems and in the quality of the data and information we’re working from in real time, so everyone is aligned and working off the same hymn sheet.”

“From my side, it’s about creating an environment where riders can focus fully on racing, while the team around them is connected and making the best possible decisions. If we get that balance right, it will make a real difference when it counts.”

Already used in corporate and business environments including HMRC, Heathrow and Munich airports and TSS, the launch is the first in sport for PULSE, with further deployments potentially coming soon.

“As a leading European AI technology company fighting for Europe’s digital sovereignty, joining forces with the most successful cycling team of the modern era and the UK’s only WorldTour team is a unique opportunity,” said André Rogaczewski, CEO and Co-founder of Netcompany.

“This partnership supports our strategic ambition to accelerate growth across Europe by demonstrating the impact of cutting-edge technology and AI at the highest level of sport. Together, we aim to enable smarter decision-making, strengthen competitive advantage, and help the team in winning the Tour de France again.”