Online supermarket Picnic will become the first title partner of the cycling team, Team Picnic PostNL. This partnership marks the first time in Picnic’s history that it will support a sports team. Team Picnic PostNL competes at the highest level of international cycling on the UCI WorldTour, so this will be an extension of the Picnic brand’s recognition beyond the Netherlands.
The Dutch-based cycling team operates three programs under one umbrella – Men, Women and Development. All programs use the same Keep Challenging approach, whilst wearing the same distinctive two-striped kit. In 2025, the kit will proudly display the colours of both Picnic and PostNL in competition across the world. The new title partnership with Picnic will continue for at least four years, until and including 2028.
Picnic, the online supermarket, is attracting a growing number of customers in the Netherlands, France, and Germany. Michiel Muller, co-founder of Picnic, is excited about the new partnership that allows the online supermarket to reach French, German, and Dutch consumers as well as increase its brand awareness: “Starting next season, we will be a proud partner of Team Picnic PostNL,” he confirmed. “Cycling promotes health and connection, just as we do by delivering fresh, healthy products every day. Like professional cyclists, our employees brave all weather conditions and always strive for the best results. This partnership demonstrates how innovation and teamwork drive success, whether you’re a professional cyclist or part of our team that packs and delivers groceries every day. Together, we aim for the best results every day and look forward to the moments we will experience together.”
Team Picnic PostNL CEO Iwan Spekenbrink added, “The arrival of Picnic is incredibly exciting for multiple reasons. Picnic’s key values – innovation, quality and promoting a healthy lifestyle – are naturally very close to ours. Both Picnic and the team are organisations which display a lot of enthusiasm, ambition and a great drive to progress and make things happen; we both consider a challenge first and foremost as an opportunity rather than a limitation. With Picnic joining us, we will further strengthen the team’s performance and contribute to a future where we continue to innovate and bring out the best in ourselves and in each other and so keep progressing the team as a whole. At the same time, we are motivated to join Picnic in their journey to grow and expand across Europe, with their current focus on France, Germany and The Netherlands. We want to take the opportunity to thank dsm-firmenich for the many years of invaluable partnership and we look forward to continuing working closely alongside them and their amazing spirit as very driven, leading innovators, in particular. With Picnic and the great combination of prestigious partners by our side, we will continue to build a sustainable and successful team.”
PostNL CFO, Pim Berendsen said, “Cycling is a strong symbol of innovation, collaboration and progress – values that PostNL, Picnic and the team share together. At PostNL, we not only utilise the bike to deliver millions of letters and parcels sustainably, but we also see it as an inspiration for our shared commitment to innovation. With this partnership, we support a team that is uniquely developing talent, where women and men work together to achieve top performances. It is this shared ambition – to push boundaries and achieve successes as one team – that inspires and motivates us. Together, we are building a future full of movement, innovation and impact. We look forward to continuing this partnership with Picnic as a joint title partner.”
dsm-firmenich CEO Dimitri de Vreeze concluded, “Today’s arrival of Picnic as new title partner marks a great milestone for the team. As a longtime partner, dating back from 2015, the focus has been on accelerating the innovations around nutrition and health to optimise the riders’ performance. Together we have built an outstanding and promising foundation for the years to come for all riders. The arrival of two new title partners to the team over the last two years is a testament of that strong foundation. We will continue to support the team and remain their innovation partner in nutrition and health.”
