For four seasons, Deceuninck’s name has been on the kits of two squads in modern cycling: Alpecin-Deceuninck and Fenix-Deceuninck. In 2026, that presence won’t disappear—but it will shrink. Both teams confirmed this week that Deceuninck’s tenure as a title sponsor concludes at year’s end, with the company continuing in a secondary partner role moving forward.
A solid ROI
The adjustment comes after a run of results for the team. With Deceuninck on board, the two squads collected monuments across disciplines—three straight Milan–San Remos, a pair of Tours of Flanders, three Paris-Roubaix crowns, a women’s Flèche Wallonne. There were also a whopping 10 world titles spanning road, cyclocross, MTB, track, and even e-racing. Plus, 30 Grand Tour stage wins and several classification jerseys. Not bad.
Mathieu van der Poel, who has been world champion on the road, ‘cross (still is) and gravel, has certainly been a good walking, erm, riding, billboard. Same with road and ‘cross star Puck Pieterse.
Deceuninck is sticking around
Team managers Philip and Christoph Roodhooft stressed that this shift isn’t a break, but a change in direction. “Today’s message is not a farewell, it is a confirmation of a new chapter,” they said, noting Deceuninck’s “important role in our development over the past four years” and the personal relationship formed with CEO Francis Van Eeckhout. With the company staying in a supportive capacity, the Roodhoofts said they “hope to live more memorable moments together.”
Van Eeckhout echoed that sentiment. “We look back on the past four years with great pride,” he said, calling the teams “highly successful” and emphasizing the bond built “off the racecourse, marked by genuine mutual respect.” Stepping back from the title role “was not an easy decision,” he acknowledged, but remaining as a jersey partner allows Deceuninck to stay engaged as a fan as much as a backer.
Obligatory CanCon mention
Interestingly, there was some chatter that Canadian company Premier Tech may step in as co-sponsor. When it was announced the Quebec-based corporation would be ceasing to sponsor Israel – Premier tech, speculation suggested it would stay in cycling at the pro level. And indeed, it did. But not (as far as it seems) with the team of van der Poel. Instead, Premier Tech is now a main sponsor of St Michel – Preference Home– Auber93, of both the men’s and women’s teams. On the women’s team, there are three Canucks: Alison Jackson, Simone Boilard and Clara Émond.