In professional cycling, sponsorship agreements shape much of what we see on race bikes. Frames, wheels, groupsets and clothing are usually dictated by contracts. But pedals remain one of the final pieces of equipment where rider preference and marginal gains still outweigh sponsor alignment. At least, for the riders of the men’s and women’s Visma-Lease a Bike squads, it seems.
The Dutch WorldTour outfit spends tens of thousands of euros every year on Speedplay pedals, despite having no sponsorship agreement with Wahoo. In fact, team partner SRAM, which owns pedal brand Time, could easily supply pedals as part of its contracts, as it does for other teams including SD Worx-Protime, Lidl-Trek and Canyon-SRAM zondacrypto.
