Zwift has extended its partnership with Alpecin-Deceuninck for three more seasons, securing its place on the team’s kit and platforms until the end of 2028 and offering rare sponsorship certainty in an uncertain market.
The deal, announced on Zwift's social media Wednesday, arrives 24 hours after long-time backer IKO also renewed through 2028. Together with star riders Mathieu van der Poel (Alpecin-Deceuninck) and Jasper Philipsen (Alpecin-Deceuninck), both contracted to the same horizon, the team now has a commercial spine that runs well beyond the current WorldTour licence cycle.
The announcement comes as co-title sponsor Deceuninck will step down from the team name at the end of 2025, continuing only as a jersey sponsor. General manager Philip Roodhooft has already acknowledged that replacing that second marquee name is a major priority for the organisation.
The partnership also encompasses Fenix-Deceuninck
Zwift’s virtual training platform is now embedded across the men’s and women’s programmes, extending from Zwift Academy talent identification to structured indoor training for riders such as Mathieu van der Poel, Jasper Philipsen and Puck Pieterse, as well as monthly social rides that allow subscribers to share a screen, if not a wheel, with some of the peloton’s biggest stars. The sponsorship covers both Alpecin-Deceuninck and Fenix-Deceuninck, reinforcing Zwift’s visibility across one of the most successful multi-discipline structures in the sport.
Mathieu van der Poel remains a central figure in the partnership. The Dutch rider is one of Zwift’s key sponsored athletes, featured prominently across the company’s advertising and brand content, and has played a significant role in Zwift’s targeting of committed road cyclists.
Fenix-Deceuninck rider Puck Pieterse is another major ambassador for the platform, bringing both credibility and reach across cyclocross, mountain biking and the growing women’s road programme.
The move also aligns with Zwift’s broader push into top-tier racing, following its extension as title sponsor of the Tour de France Femmes avec Zwift through 2029.
In a landscape where even winning teams can post red ink, as explored in our look at Visma’s finances, Alpecin-Deceuninck’s multi-year digital backing looks like a valuable piece of insurance while the title sponsor slot stays open.
