![\"Evenepoel\"\/](\"https:\/\/www.newsbeep.com\/ca\/wp-content\/uploads\/2025\/08\/evenepoel-6871001c89d7a.jpg@webp.webp\")
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\nRed Bull\u2019s long-term strategy<\/p>\n
Red Bull has increasingly positioned itself as more than a sponsor in elite sport \u2014 it owns teams across Formula 1, football, and now cycling, where it holds a majority stake in the BORA\u2013hansgrohe outfit. The signing of Evenepoel is seen by experts as part of a long-term strategy to centre the team around a single, globally marketable leader.<\/p>\n
Leroy believes that Red Bull\u2019s choice of Evenepoel goes beyond sporting value. \u201cThey want winners, but they also want people who can carry a brand. Remco has that rare combination of elite talent and media appeal,\u201d he says.<\/p>\n
Unlike traditional sponsors, Red Bull takes full control of the teams it backs \u2014 from branding and media to athlete access and image rights. Evenepoel, with his outspoken personality and media presence, fits this model well. \u201cOnce Red Bull is involved in a sport, their approach is: if we\u2019re in it, we\u2019re in it to win \u2014 and to control the whole message,\u201d Leroy explains.<\/p>\n
With its own media house and digital channels reaching millions, Red Bull has already created a self-sustaining media ecosystem. Evenepoel is now set to become a central figure within it.<\/p>\n
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Evenepoel has a palmares not many in pro cycling can match<\/p>\n
Symbolic shift in cycling<\/p>\n
Evenepoel\u2019s move comes at a time of shifting power dynamics in professional cycling. Although Quick-Step strengthened its GC ambitions with riders like Mikel Landa and Valentin Paret-Peintre, it struggled to match the resources of UAE Team Emirates – XRG and Team Visma | Lease a Bike.<\/p>\n
Red Bull – BORA – hansgrohe meanwhile, now backed by one of sport\u2019s biggest marketing machines, appear positioned to change that \u2014 with Evenepoel as the keystone. \u201cHe\u2019s the kind of athlete that can lead a team for a decade,\u201d says Leroy. \u201cAnd for Red Bull, it\u2019s not just about winning races \u2014 it\u2019s about owning attention.\u201d<\/p>\n