The CX team, previously known as The CycloCross Reds, has taken a positive step forward for the new season with a remarkable rebranding. The team will now be known as Seven Racing. Despite new regulations concerning betting companies, title sponsor 777.be remains firmly committed to the team. Renowned apparel brand MAAP has joined the team as the new clothing supplier.
In collaboration with MAAP and 777.be, Seven Racing has unveiled an innovative jersey that complies with the new regulations for betting companies while reinforcing the team’s identity. The red jersey, rich in symbolism, embodies the team’s core values. The design combines the following elements:
- Red: representing the colour of main partner 777.
- The number 7 on the heart: symbolising the team’s passion for cyclocross.
- The number 7 on the arm: representing strength.
- The number 7 on the back: symbolising the team’s backbone, courage, and strength of character.
- A pattern evoking “blurriness” through speed, inspired by the spinning of numbers on a slot machine.
Jennifer Dettori, general director of 777 said of the re-branding, “At 777, we believe that sport is a powerful force for unity and inspiration. Cyclocross perfectly embodies values such as determination, passion, and self-mastery. With Seven Racing, we are proud to contribute to this evolution, staying true to the core values of the sport while respecting the new regulations.”
“The number 7 lies at the heart of the team’s new identity. Universally recognised as a symbol of luck, harmony, and fulfilment, it perfectly reflects Seven Racing’s ambition: to inspire cyclocross enthusiasts worldwide and to strive for excellence at the highest level.”
Team manager Philip Roodhooft added, “Seven Racing celebrates not just a new identity, but also reaffirms universal values: passion, solidarity, and collective strength. Our goal is to continue inspiring fans and delivering exceptional performances. We look forward to the future with ambition and enthusiasm, while remaining deeply committed to the development of cyclocross and upholding the fundamental ethics of the sport.”
Additionally, Abus has become Seven Racing’s official helmet partner, further strengthening the team’s commitment to safety and performance. As the new year begins, the rebranded kit is ready to perform and so is the team!
