Datashift joins AG Insurance - Soudal Cycling Team as new official jersey partner.

Datashift joins AG Insurance - Soudal Cycling Team as new official jersey partner.

New partnership highlights shared ambition for data-driven performance and the continued growth of women’s cycling.

AG Insurance - Soudal is proud to welcome Datashift as a new official jersey partner. The collaboration strengthens the team’s strategic focus on innovation, performance, and the continued professionalisation of women’s cycling. Datashift, a Belgian leader in data solutions and strategy, will appear on the team’s race kit, equipment, and digital platforms, throughout the season.

With its expertise in turning complex data into meaningful insights, Datashift brings a vision perfectly aligned with AG Insurance - Soudal’s commitment to progress, talent development, and long-term performance. Beyond visibility on the kit, both organisations will explore opportunities to collaborate around data, performance analysis, and innovation-driven initiatives within the sport.

The partnership also aims to foster inspiration within Datashift’s own community. The shared values of resilience, growth, and ambition resonate strongly with the team’s athletes and with Datashift’s employees.

“We are delighted to welcome Datashift into our team,” says Jurgen Foré, CEO of AG Insurance - Soudal. “Women’s cycling is evolving rapidly, and partnerships with forward-thinking companies like Datashift build on that momentum. Their belief in data-driven progress mirrors our own ambition to build the best possible environment for our athletes to grow, perform, and inspire.” Datashift sees the partnership as a natural step in its commitment to empowering organisations, and now athletes, through insight and continuous learning. 

“In sport and in business, it’s all about giving talent the environment to grow,” says Nico Huybrechts, founder and CEO of Datashift. “This team embodies everything we believe in: ambition, teamwork, and pushing boundaries.” 

With this new partnership, AG Insurance - Soudal and Datashift set the foundation for a season defined by innovation, shared progress, and the continued elevation of women’s cycling. Both organisations look forward to a dynamic and meaningful collaboration.

Announcement video: https://www.youtube.com/watch?v=7LF7r1_mwyA

Website Datashift: https://www.datashift.eu/