Roubaix win has 'boosted' Visma | Lease a Bike title sponsor search

Visma | Lease a Bike are closing in on a new title sponsor, with team CEO Richard Plugge saying Wout van Aert's Paris-Roubaix victory has given the search a significant boost.

Speaking to HLN, Plugge confirmed the Dutch outfit is in advanced talks with several prospective backers as Norwegian software firm Visma prepares to step back from its title role at the end of 2026. 

Reports over the past two months have pegged the team's replacement target at €20-30 million a year, with the team needing the investment to keep pace with the rising budgets at UAE Team Emirates-XRG and Red Bull-BORA-hansgrohe.

"It's no until it's yes, and only yes when it's actually done," Plugge said. "There are good conversations with a number of very nice parties. It's looking very good on a number of fronts."

Plugge was open about the scale of what's being asked for.

"The budget of the richest teams is 60 to even 70 million euros. Normally a main sponsor provides thirty percent of the budget."

That puts the annual ask at roughly €20 million, a figure broadly in line with what Visma are understood to contribute currently. 

A commercial delegation from the team travelled to the United States the day after Roubaix, and Plugge says no market has been ruled out, "We don't close the door on any continent. America, Europe, and also Asia," said Plugge.

One route Plugge has no interest in taking is the model increasingly adopted by rivals, sponsor-owners who hold equity in the team. Lidl-Trek, Decathlon-AG2R and Red Bull-BORA-hansgrohe have all moved in that direction over the past 18 months, but Plugge remains committed to keeping sporting and commercial power separate.

"I joined this team when Rabobank was the proud sponsor and owner. We were looking at how we could become more of a sports team again and less of a bank team. That worked. I think it's important to hold onto that."

The Van Aert win has done more than lift team morale. Plugge admitted the Roubaix story travelled far further than any result in recent memory and gave the team a new way to open conversations with prospective sponsors.

"Every win is important, but that one really went around the world and came at a great time in that search. I hope to be able to say more in a few months."

The most likely stage for an announcement is the Tour de France Grand Départ, which kicks off in Barcelona from 4-6 July. If a deal isn't finalised by then, Plugge said the team can afford to wait.

"It would be great if we could announce something then. And if not, 1 January 2027 is also still fine."

Plugge continued to press his long-standing case for structural reform of professional cycling, citing the recent Tour of Hainan, where several WorldTour teams raced to chase relegation points, as evidence the current system is broken.

"In football, it's unheard of for an amateur club, if they win a match, to get to take part in the Champions League. In our sport, you can end up in the Champions League of cycling by winning lots of small races. Nobody benefits from that."

He confirmed UCI president David Lappartient remains on side and is working on bringing ASO into the reform conversation, but pushed back on the idea that he is still the leading voice in the project.

"Sometimes yes, sometimes no. I'm mainly busy with how we can cooperate well with the UCI, ASO and all other organisers."