Online supermarket Picnic will become the first title partner of the cycling team, Team Picnic PostNL. With this partnership, Picnic will support a sports team for the first time in its history. Team Picnic PostNL competes at the highest level of international cycling in the UCI WorldTour. Through this partnership, Picnic is also expanding its brand recognition beyond the Netherlands.
The Dutch based and internationally present cycling team, Team Picnic PostNL, operates with 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, which in 2025 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.
Increasing brand awareness
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. 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: “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.”
