Lotto-Soudal change name and kit for Paris-Nice to promote sponsor's product
As was the case in 2016, Lotto-Soudal will be known as Lotto-Fix All for Paris-Nice, to promote one of Soudal's products. The team will also wear a different kit
Just to show the power a sponsor has over a cycling team, Lotto-Soudal will be known as Lotto-Fix All during Paris-Nice (March 5-12) in order to promote a product from their co-sponsor.
As they did in 2016 the eight-strong team for the stage race will be sporting a different kit, with the grey, white and red look a throwback to the old Omega Pharma-Lotto kit of 2010, and matching Ridley bikes.
https://www.facebook.com/ridleybikes/posts/1236736166375180
To celebrate this temporary name change, the team have made a nice little video in a slight, and probably coincidental, homage to Blur's Coffee and TV music video.
Instead of a milk carton wandering the streets, here a tube of Soudal Fix All rolls all the way from Paris to Nice and straight to the feet of Tony Gallopin.
To show the dexterity of the product, Gallopin then sticks a Fix All badge over the Soudal name on a team car. He did a bit of a shoddy job of it, so we assume they'll get professionals in to rebrand the cars for the race.
Get The Leadout Newsletter
The latest race content, interviews, features, reviews and expert buying guides, direct to your inbox!
Thank you for reading 20 articles this month* Join now for unlimited access
Enjoy your first month for just £1 / $1 / €1
*Read 5 free articles per month without a subscription
Join now for unlimited access
Try first month for just £1 / $1 / €1
Stuart Clarke is a News Associates trained journalist who has worked for the likes of the British Olympic Associate, British Rowing and the England and Wales Cricket Board, and of course Cycling Weekly. His work at Cycling Weekly has focused upon professional racing, following the World Tour races and its characters.
-
Jonas Vingegaard is 'happy' while Tadej Pogačar calls Tour de France 2025 route 'brutal'
Visma-Lease a Bike sports director Grischa Niermann says course 'certainly appeals' to Dutch squad
By Tom Davidson Published
-
Do cycling jackets have to get a lot worse for the environment to get a bit better?
Will our waterproof cycling rain jackets still keep out the elements now that the old way of manufacturing is being banned
By Hannah Bussey Published
-
Another year, another annoying choice between Paris-Nice and Tirreno-Adriatico
The two premier stage races clashing is a continued bane for all fans of cycling, and points to a bloated sport
By Adam Becket Published
-
Tadej Pogačar luxury watch thieves to serve time after Paris-Nice robbery
The Tour of Flanders champion is the latest cycling star to be robbed of a luxury watch
By Adam Becket Published
-
Lotto Dstny demands proof of controversial Caleb Ewan photo finish race result
The team's sprinter was judged to have finished second, despite inconclusive finish line imagery
By Tom Davidson Published
-
Philippe Gilbert offered Lotto Soudal manager role but turned it down
The Belgian team's previous boss resigned last month
By Tom Davidson Last updated
-
Lotto Soudal boss leaves as relegation looms over Belgian team
John Lelangue has been in charge of the squad for four years
By Adam Becket Published
-
Teams target up to four races a day in relegation points scramble
For Lotto-Soudal and Cofidis, the racing is only just beginning
By Tom Davidson Published
-
Lotto-Soudal sign former Qhuebka-NextHash pair until end of season
Reinardt Janse van Rensburg and Carlos Barbero will join Lotto-Soudal for the remainder of 2022
By Ryan Dabbs Published
-
What did we learn from the first elite road races of the year?
Alejandro Valverde is still good; Lotto-Soudal are hungry for results; Biniam Girmay might be a force to be reckoned with
By Adam Becket Published