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Cycling Weekly
Cycling Weekly
Sport
Chris Marshall-Bell

'We keep hold of our ownership': Soudal Quick-Step bank on traditional approach to sponsorship to fuel future success

Soudal Quick-Step.

Just short of three years ago, the cycling world was stunned into silence by the news that two of the sport’s biggest teams Jumbo-Visma and Soudal Quick-Step were discussing an astonishing potential merger.

A week later, talks fell through, and three years on, both teams remain their own separate outfits, and continue to win stages of the Tour de France.

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