Trek-Segafredo to become Lidl-Trek from Tour de France onwards

Trek-Segafredo men's and women's teams are set to rebrand ahead of this year's Tour de France and Giro d'Italia Donne after attracting major new title sponsorship from supermarket chain Lidl. 

The move reported at the start of May has now been confirmed by the team in an announcement issued on Tuesday. The rebrand to Lidl-Trek will come into being on June 30, just before the Giro Donne and the men's and women's Tours.

The exact duration of the team's deal with Lidl hasn't been confirmed, though reports have suggested that the sponsorship would run beyond the 2024 season. Italian coffee company Segafredo will move away from its title sponsorship role, the team confirmed.

"We are excited to work with a team that is committed not only to excellence in cycling but also to the sustainable development of athletes in a family team culture," said Lidl board member Jeroen Bal.

"We are convinced that healthy nutrition and an active lifestyle – shaped by sports and exercise – strengthen people's well-being. Just as our Lidl products are accessible to everyone, cycling is a sport for everyone and suitable for anyone who wants to be more active in everyday life. We want to share this message with as many people as possible."

The team, which traces its roots to the Leopard Trek outfit that began in 2011, have been on the lookout for a new title sponsor with Segafredo's contract due to expire at the end of 2023. 

Segafredo joined in 2016 and renewed for another three years in 2019 as the women's squad was launched, before adding another two years from 2022. The reports indicate that Segafredo will step aside early to allow Lidl to begin their backing at the time of maximum exposure at the Tour de France. 

This is not Lidl's first involvement in professional cycling. The German-based supermarket company, which has a strong presence throughout Europe, was a co-sponsor of the QuickStep team from 2016 to 2021 and is a current partner of the Flanders Classics series of Spring races, including the Tour of Flanders. 

The terms of Lidl's sponsorship are not yet known but Het Laatste Nieuws has suggested there will be "a hefty budget increase". 

The men's team, who were 12th in the 2022 UCI rankings and currently sit sixth in the 2023 standings, only have 11 riders under contract for 2024, with room to manoeuvre in the transfer market.

Giulio Ciccone is one of the team's key leaders, along with the Classics pairing of Mads Pedersen and Jasper Stuyven. The veteran Bauke Mollema is on a long-term deal, while 22-year-old Mattias Skjelmose is making his breakthrough at the top level and Belgian talent Thibau Nys is perhaps not far behind. 

The women's team have just as many riders on board, with 11 of their 14-strong roster under contract through 2024. Team leaders include former road race world champions Lizzie Deignan and Elisa Balsamo, current time trial world champion Ellen van Dijk, plus Elisa Long Borghini and up-and-coming talents in Shirin van Anrooij and Gaia Realini.