Now there’s a Jumbo-Visma show: Is cycling TV the next big thing?

February 29, 2024

The story of Jumbo-Visma–now Visma – Lease a Bike is an interesting one. One of the current powerhouses in professional cycling, it traces its origins through various sponsor-driven iterations. Initially known as Kwantum, the team underwent a series of transformations with sponsorships from Superconfex, Buckler, WordPerfect, Novell, and Rabobank. However, the team faced a critical juncture in 2012 when Rabobank severed ties due to doping scandals. The future seemed uncertain. It was renamed Blanco for 2013–-they still received funding from Rabo, but the logo was not used on the kit. Belkin would also sponsor the team, but it was the pivotal collaboration with Jumbo, the Dutch supermarket chain, and Visma, a Norwegian software company, that not only saved the team but propelled it to new heights. This sponsorship marked a turning point in the team’s legacy, solidifying Jumbo-Visma’s status as a force to be reckoned with in contemporary cycling. Cycling Magazine