Ineos Grenadiers’ CEO, John Allert, shared an update on the team’s ongoing search for new sponsors, revealing that discussions have been held with “literally hundreds of brands.” The WorldTour team is actively seeking new partnerships, with global sports marketing agency Sportfive now aiding in the efforts.
The move to bring on Sportfive follows Allert’s earlier statement that Ineos does not intend to increase its spending and is instead focusing on bringing in additional partners to help restore the team to its former super-team status. Allert spoke with Cycling Weekly last week during the opening of SunGod’s new store in London and expressed optimism about the sponsor hunt.
“The work we’re doing in this area is confidential, but it’s very positive,” Allert said. “People are seeing that we’re a team on a journey, and many brands have shown interest in being part of it. We’re being selective about how many partnerships we take on, but I believe this positions us well for the future.”
Speculation surrounding a potential partnership with French oil and gas giant TotalEnergies has circulated, with reports suggesting negotiations could lead to the company becoming a co-title sponsor starting in 2026. While Allert did not confirm any details, he acknowledged the ongoing talks, adding, “I can’t talk specifics about any partners. We’ve engaged with hundreds of brands, some new to cycling, some familiar with it.”
Regarding the rumors, Allert remained cautious, saying, “I’ve heard all sorts of fabulous rumors and fabulous brands. I wish they were all true, but it’s too early to comment on any of them.”
The Ineos Grenadiers have faced challenges recently, recording their lowest-ever season win tally in 2024, with just 14 victories. In response, the team underwent significant restructuring, welcoming six new performance staff members and a new head of engineering at the start of the 2025 season.
Allert noted that the reshuffle has already shown positive results, with the performance team “regalvanized” and making strides across multiple areas. “We’ve worked hard on various aspects of the team, from bikes to helmets, eyewear, and aerodynamics,” he explained. “The full package has been scrutinized.”
The efforts seem to be paying off, as the team has already secured seven wins in 2025, including a stage victory at Paris-Nice, where three Ineos Grenadiers riders finished in the top 10.
While Allert remains cautious about celebrating success too early, he expressed quiet confidence in the team’s direction. “We’re only in April, so it would be premature to start celebrating,” he said. “But we’re quietly confident about where we’re going, and that’s the result of hard work.”
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