We’re stoked to announce our sponsorship deal for 2021 – we’re now a partner of the EF Education-NIPPO Pro Cycling Team!
With 30 riders representing 15 nationalities across the globe, the team roster is one of the biggest and most geographically diverse in the peloton. Their 2021 rider line-up includes Olympic Silver Medallist and all-round cycling superstar Rigoberto Urán, Classics specialist Michael Valgren, US National Road Race Champ Alex Howes and Lachlan Morton, who not only races WorldTour but also famously won the GBDURO John o’ Groats to Land’s End ultra-endurance off-road race in 2020.
EF Education-NIPPO have seriously punked-up the peloton since joining the UCI WorldTour in 2009, so supporting them was a natural choice. Their Palace-collab, where the team rocked bespoke kit, bikes and cars at the Giro d'Italia last year caused a big stir, which we’re all about! The fine from the UCI has sparked the launch of their 2021 kit, which they call ‘the most compliant kit ever.’ We love a bit of anti-establishment!
Be it with a daring custom kit, or an alternative race calendar, the EF Education-NIPPO team are always pushing the limits. The team is striving to expose fans to new cycling disciplines, and champions everyone and anyone coming along for the ride – remind you of anyone?
To keep them running smoothly, we will be supplying the team with their entire range of bicycle care and maintenance products, from their iconic pink Nano Tech Bike Cleaner to race-winning lubricants and everything in between. On top of this, the team will also be running tubeless for the majority of races and adding a little more bling to their team bikes with Muc-Off Tubeless Valves.
We’ve been paving the way in drivetrain optimisation with heaps of R&D going into bicycle lubricants and chain treatments over the years. Like our development with Team Sky (now INEOS Grenadiers) in 2014 to create a super-fast and durable Hydrodynamic Lube.
This was followed by working with Bradley Wiggins for his Hour Record in 2015 using our NTC programme, and more recently, the work to develop our ground-breaking L.O.P.S System with Bahrain McLaren and Mikel Landa.
This partnership with EF Education-NIPPO offers yet another testbed for further innovation at WorldTour level and the opportunity to help propel the team into the history books through marginal gains in drivetrain optimisation.
With a stage win at the Tour de France and multiple stage victories at Giro d'Italia and La Vuelta, we can't wait to see what we're capable of achieving together in 2021 – and we’re sure we’ll have some fun along the way!
Photo Credit: Jojo Harper