Tuesday marked a significant day in the history of the team formerly known as Team Sky and Ineos Grenadiers, as the British squad unveiled a new major title sponsor in the form of the Danish IT firm, Netcompany.
The team will be known as Netcompany INEOS Cycling Team, and will race in a new kit, from the start of the Giro d'Italia on May 8.
Ineos, the petrochemicals empire of British billionaire Jim Ratcliffe, retains ownership of the team, with Netcompany coming on board as a co-title sponsor for five years.
First revealed by Cyclingnews in March, the new sponsorship was officially launched at a special event in central London on Tuesday morning and was billed as 'a new chapter' for the team.
The amount of cash to be contributed by Netcompany has not been disclosed, but officials did confirm that a five-year deal had been signed, taking the partnership into 2030. Cyclingnews previously reported that the deal is worth in the region of €20 million annually over a five-year contract.
The growing Danish digital company is set to provide a significant financial boost to the team that dominated the sport for the best part of a decade but have fallen behind the mega-bucks operations of the likes of Tadej Pogačar's UAE Team Emirates-XRG.
However, the partnership is not simply an injection of cash, but billed as a "one of the most significant technological and commercial partnerships in professional cycling". That revolves around PULSE, the AI-driven platform developed by Netcompany that's in use for operations at the likes of Heathrow airport but is said to have "the potential to shape the future of performance optimisation" in elite sport.
'More than a sponsorship' says reinstated Brailsford
"This is one of the most significant partnerships in cycling," said Dave Brailsford, who has been officially reinstated in the role of Team Principal, having returned to the fold in an unspecified capacity last year following his time as director of Ineos' wider sporting operation (a role he still holds).
"[It's] a real vote of confidence not only in our team, but in the sport itself. It’s a major moment for us and marks the beginning of a new chapter.
When it comes to PULSE, few details have been given so far as to how exactly Netcompany's AI technology, which powers digital operations across two of Europe's busiest airports in Heathrow and Munich, will be implemented in the team's performance operations.
PULSE is said to 'enable real-time collaborative decision-making by distilling multiple inputs into a unified data source to maximise performance impact', and is the latest AI performance partnership in professional cycling, which has also seen UAE Team Emirates partner with Analog and Visma-Lease a Bike partner with Vekta.
"Our sport is a human endeavour, where decisions in training, racing and recovery make the difference every day. We have no shortage of data - the real challenge is turning it into simple, practical actions and delivering them consistently. With Netcompany, we can do that better," Brailsford said.
"PULSE allows us to orchestrate our data into clear insights that support faster, better decisions when it matters most.
“This is more than a sponsorship, it’s a partnership with purpose. It brings long-term stability, giving us the platform to invest in performance over time - building the foundations to win, and keep winning."
Tour de France back as the central ambition as team welcomes only its third title sponsor ever
This is only the third title sponsor in the history of the team that was set up as Sky Procycling in 2010. Back then, the team's central ambition was to win the Tour de France with a British rider for the first time, a goal that was ticked off as soon as 2012 when Bradley Wiggins won the yellow jersey.
That was swiftly followed by four titles for Chris Froome, and one apiece for Geraint Thomas and Egan Bernal as the team claimed seven yellow jerseys in eight years. But that 2019 triumph by Bernal remains their last.
Bernal actually won his Tour in Ineos colours, following the mid-season exit of Sky and the arrival of Ratcliffe's petrochemicals empire, which was launching a wide-ranging sports sponsorship operation. However, as they rebranded to the Grenadiers in 2020 to promote a new SUV vehicle being developed by Ineos, Tour de France success dried up and the team more generally fell behind amid the rise of UAE Team Emirates and Visma-Lease a Bike, with those two teams sharing the past six yellow jerseys.
Winning an eighth Tour de France was stated repeatedly as a central ambition in this 'new chapter' under Netcompany, with Brailsford stating of the partnership: "Ultimately, it’s about creating the conditions to win the Tour de France."
Ratcliffe, who is set to take his ownership of the team into a second decade by 2030, added: "I’m really pleased to welcome Netcompany to the cycling team, establishing a new long-term partnership that will help create the right conditions to deliver more success.
"This collaboration brings additional resource, technology and capability across performance and operations to give the team the ability to compete consistently at the highest level of the sport.”
What is Netcompany?
Netcompany was founded in 1999 in Copenhagen, Denmark, and has grown to become one of Europe’s leading providers of IT services.
Earlier this year it announced its latest high-profile contract as digital operations partner for Heathrow, the UK’s biggest and busiest airport, following on from similar contracts at Copenhagen and Munich airports.
Even 10 years ago, Netcompany was a small business with under 1,000 employees. However, private equity investment from FSN Capital, which took a majority shareholding in 2015, set a path for significant growth and the company has expanded significantly through a series of mergers and acquisitions.
According to its 2025 financial report, Netcompany generated £906 million in revenue last year, with a net operating profit (EBITDA) of £146m. Those figures were both up compared to 2024, by 20% and 16%, respectively.
Netcompany now counts just under 9,000 employees, including freelance staff.
"As a leading European AI technology company fighting for Europe’s digital sovereignty, joining forces with the most successful cycling team of the modern era and the UK’s only WorldTour team is a unique opportunity," said André Rogaczewski, CEO and co-founder of Netcompany.
"This partnership supports our strategic ambition to accelerate growth across Europe by demonstrating the impact of cutting-edge technology and AI at the highest level of sport. Together, we aim to enable smarter decision-making, strengthen competitive advantage, and help the team in winning the Tour de France again."
As for PULSE, Netcompany describes its AI platform as "the control tower for businesses and public authorities working with large ecosystems where multiple data points need to be collected, connected, and analysed for real-time decision making."
