Ineos Grenadiers has confirmed Danish IT company Netcompany as a five-year co-title sponsor on Tuesday, April 28. The team will race as Netcompany INEOS Cycling Team from the start of the Giro d'Italia on May 8, with new kit and colours that have already divided the cycling community.
In a further significant development, Dave Brailsford has been restored to the title of Team Principal, having returned to the organisation last year in an untitled capacity. Jim Ratcliffe's Ineos retains ownership of the squad.
The financial terms were not officially disclosed, but as detailed into our deep dive into the dynamics of the deal in March, the deal is widely believed to be worth around €20 million annually, or approximately €100 million across its five-year span through 2030. That level of investment would materially strengthen a team that has fallen behind the budgets and results of UAE Team Emirates-XRG and Visma | Lease a Bike, the two squads that have shared the last six yellow jerseys.
At the centre of the partnership is PULSE, Netcompany's AI-driven digital platform, which the company says is already deployed in real-time environments including Munich and Heathrow airports. The official team announcement describes this as the first major deployment of PULSE in elite sport, with the system set to be embedded across training, racing, recovery and race-day decision-making.
"Our sport is a human endeavour, where decisions in training, racing and recovery make the difference every day," Brailsford said. "We have no shortage of data, the real challenge is turning it into simple, practical actions and delivering them consistently. Ultimately, it's about creating the conditions to win the Tour de France."
Professional cycling already generates vast quantities of information: power files, physiological monitoring, nutrition plans, weather modelling, race telemetry, logistics. The pitch from both Brailsford and Netcompany is that the team's problem is not a shortage of inputs but the speed and clarity with which those inputs become decisions on the road.
Geraint Thomas (Netcompany INEOS Cycling Team), now Director of Racing after his retirement from competition, said: "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."
PULSE will be the latest in AI-driven training across the WorldTour, with Vekta now being used across multiple teams, and Visma | Lease a Bike having partnered with Mistral as a key AI-partner. Olympic Champion Kristen Faulkner has also developed her own personalised AI-driven training infrastructure.
Who Netcompany are and why cycling
Netcompany was founded in Copenhagen in 1999. A decade ago it had fewer than 1,000 employees; private equity investment from FSN Capital in 2015 accelerated its growth through acquisitions, and the company now employs close to 9,000 staff. Its 2025 financial report showed £906 million in revenue and £146 million in net operating profit (EBITDA), up 20% and 16% respectively on 2024.
Recent contracts include digital operations work for Heathrow, Copenhagen and Munich airports, along with UK public-sector agreements with HMRC. André Rogaczewski, CEO and co-founder, framed the cycling partnership as part of a broader European expansion strategy. "Joining forces with the most successful cycling team of the modern era and the UK's only WorldTour team is a unique opportunity," he said.
For Netcompany, elite sport offers a high-visibility platform to demonstrate its technology across international markets. For Ineos, the deal brings a longer planning horizon and a multi-sponsor commercial model that could expand further.
This is only the third title-sponsor identity in the team's history. The squad was founded as Team Sky in 2010, won seven Tours de France between 2012 and 2019, then became Ineos in 2019, then Ineos Grenadiers in 2020 to promote Ratcliffe's SUV brand. The rebranding to Netcompany INEOS Cycling Team signals the start of a phase the team is calling its next chapter, with Brailsford formally back at the helm and fresh resources behind the operation.
The new kit and name will be visible for the first time when the Giro d'Italia begins in Nessebar, Bulgaria, on May 8. The budget boost is concrete, though its impact on race results is not yet established.
