BetCity Sponsors Tour de France-winning Team

Dutch online sports betting site BetCity has become the new sponsor for Tour de France-winning team Jumbo-Visma. The new two-year deal will see BetCity feature on the jerseys of the cyclists who were the latest team to win the prestigious race. The sponsorship will take effect as soon as the start of 2023. The team will remain named Jumbo-Visma, however BetCity’s logo and brand name will be prominent on the jersey of all riders competing in the World Tour next season.

BetCity is a well-known online sports betting platform in the Netherlands. In June 2022, the bookmaker was bought by international sports betting and gambling giant Entain Group. One of the leading sportsbook operators in the world, Entain Group owns some of the most recognised sports betting sites in Ireland, such as Coral and Ladbrokes, both of which feature on the betfree.ie list of recommended free bets providers. Both Coral and Ladbrokes currently run a new customer introductory offer “Bet €5 get €20”.

BetCity, meanwhile, is one of the favourites of Dutch sports betting fans. Offering a sportsbook, casino, and live casino, the websites provides a variety of sports betting across a large number of markets, and also a rich portfolio for online gaming. User-friendly and easy to use, BetCity prides itself on the abundancy of information and live stats it offers its customers in order to enable them to make informed decisions regarding their bets. BetCity has more than 40 years of experience in the gambling industry, having started initially as a gambling provider with physical locations, and thereafter venturing online in 2000. The company is an official licenced betting provider in the Netherlands.

Team Jumbo-Visma has a long and exciting history. Founded in the Netherlands in 1984 as Kwantum-Decosol, the team frequently changed sponsorships, and therefore names, and has been known as Superconfex, Buckler, Wordperfect, and Novell. In 1996, the team signed a sponsorship agreement with Rabobank, which lasted until 2016. This was followed by Blanco, Belkin, and Lotto-Jumbo. Since 2019, the team has been branded Jumbo-Visma. It has been announced that the deal with BetCity will not result in a new name.

Jumbo-Visma is divided into four divisions which include ProTeam, Women’s Team, Development Team, and Cyclo-cross. The team currently favors Cervélo bicycles and Shimano components. Since 1984, the team has won 69 first places in various national and international competitions, and has ranked in the top 3 hundreds of times. It takes part, and has won, a great number of major cycling events such as Tour de France, Vuelta a España, and Giro d’Italia. In 2022, the team also won Prais-Nice, Critérium du Dauphiné, Omloop Het Nieuwsblad, and E3 Harelbeke.

Speaking about the deal with BetCity, team director Richard Plugge said:

“BetCity is a leading online gaming provider of Dutch origin, which has quickly gained a leading position in the market. The company has shown that it is not afraid to challenge the status quo, as our cycling teams have done over the past decade. […] Together with BetCity, we look forward to making this partnership a success.”

A statement was also issued by BetCity marketing director Robert Kooiman, who said:

“BetCity is very proud to soon be able to refer to itself as a partner of Team Jumbo-Visma, especially in light of the impressive Tour de France achievements that are still fresh in our memories. […] In the upcoming years, we wish to assist Team Jumbo-Visma in realising its goals so that sports fans can keep enjoying the team’s successes.”

Kooiman also noted that the team’s recent successes have not quenched its thirst for ambition, which, according to him, was shared by BetCity. The bookmaker has made it clear that it will commit not only to providing the necessary funds for Jumbo-Vista to continue achieving their competition goals and to win more prizes, but will also heavily invest in the development and promotion of cycling in general. Also, continuing a longstanding tradition, BetCity will not feature on any of the team’s children jerseys – the logo spot for them is always advertised by Jumbo-Vista on their webshop and all proceeds from this go to the Jeugdfonds Sport & Cultuur charity, which works to provide children from poor economic backgrounds with the opportunity to engage in sports or creative activities.

The deal between BetCity almost certainly means that some special promotions, odds, and offers will be available to the bookmaker’s customers when Jumbo-Visma is competing. The partnership will certainly be mutually beneficial, with the team having recognised that BetCity’s sponsorship will make it possible for it to compete at its usual high standard during 2023. Meanwhile, the sports betting provider will undoubtedly see a positive increase in its reputation following its partnership with such a successful, high-profile team.