In a transformative shift for European professional cycling, Decathlon — the French sports retail powerhouse — has confirmed it will take full ownership of the Decathlon AG2R La Mondiale WorldTour cycling team at the end of the 2025 season. This transition will officially close the chapter on AG2R La Mondiale’s near 30-year tenure with the team, ending a historic run that helped define modern French cycling.
From 2026 onward, Decathlon will assume the role of both title sponsor and team owner, reinforcing its growing ambitions within elite cycling and sporting infrastructure more broadly.
From Sponsor to Architect: A New Era Begins
The current iteration of the team, already riding under the Decathlon banner at the 2025 Tour de France, is laying the foundation for an aggressive leap in competitiveness. The team’s stated ambition is clear: break into the top three cycling teams globally by 2028.
At the center of this project is Paul Seixas, the 18-year-old French phenom who recently placed 8th at the Critérium du Dauphiné. He is widely viewed as a generational talent and cornerstone of the team’s long-term vision.
Decathlon’s decision to fully acquire and run the team follows its increasing commitment to cycling across several verticals, including its ownership of Van Rysel, the high-performance bike brand currently used by the team. Reports suggest Decathlon is poised to boost the team’s annual budget to €40 million, signaling its intent to compete with cycling’s financial heavyweights.
Honoring AG2R’s Legacy
AG2R La Mondiale has been embedded in the fabric of French cycling since 1997, first as a sponsor, then later taking over full ownership in 2022. The insurance group has helped shape the careers of iconic riders such as Romain Bardet, Jaan Kirsipuu, and Ben O’Connor, and guided the team through Tour de France podium finishes and WorldTour competitiveness.
Though AG2R is stepping back, executives have expressed confidence in Decathlon’s stewardship, calling it a “natural successor” and acknowledging the retail brand’s clear vision and alignment with the values of the sport.
Why Ownership is the New Sponsorship
Decathlon’s move reflects a broader evolution in professional sports — a shift from sponsorship visibility to strategic asset ownership.
For brands like Decathlon, taking full control of a team offers:
- Deeper integration of product ecosystems (e.g., Van Rysel bikes)
- Year-round brand storytelling and performance marketing
- End-to-end influence over training, talent development, and commercial operations
- Futureproofing via proprietary sporting platforms
In a landscape where sports teams increasingly operate like media and tech companies, owning the platform is more powerful than renting space on the jersey.
Are you a brand exploring long-term ownership models in sport? Or a team or federation seeking to build multi-decade partnerships that go beyond traditional sponsorship?
At 365247 Consultancy, we help design and execute ownership-aligned strategies that combine performance, commercial returns, and purpose.
Reach out now to build your next chapter in sports asset strategy.
