Nike could return to the WorldTour as a main sponsor: "Our first goal is to return to this sport"

Fifteen years after practically disappearing from professional cycling, Nike could be preparing a much more ambitious return than initially thought. The American multinational has publicly acknowledged that it is closely following the evolution of the WorldTour and does not rule out becoming the main sponsor of a team again, a possibility that until now seemed very distant.

Nike opens the door to a historic return to the WorldTour: “Everything is on the table”

The move comes at a particularly interesting time, as Visma Lease a Bike is looking for a new main sponsor for 2027 after Visma announced it would reduce its financial involvement in the project.

From dominating the Tour to disappearing from cycling

For many years, Nike was one of the most influential names in professional cycling. In addition to sponsoring teams like US Postal, Discovery Channel, or RadioShack, the brand with the famous “swoosh” dressed the leader jerseys of the Tour de France from 1996 to 2011.

Its connection with cycling ended after the Lance Armstrong case. The company, which was also one of the main personal sponsors of the American, gradually withdrew all its investments in the sport. Previously, in 2008, it had stopped manufacturing cycling clothing and shoes for the general public after ending its collaboration with Trek.

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Since then, Nike has remained practically on the sidelines of the peloton, although in recent months it has begun to show signs of a possible return.

The first step has already been taken

The return of Nike has begun in partnership with Nimbl, the Italian shoe manufacturer used by Visma | Lease a Bike. Both companies have recently launched the limited collection Étoile, developed in collaboration with riders from the Dutch team, including Victor Campenaerts.

Additionally, Nike's presence is already starting to become visible outside of competition. The cyclists of Visma | Lease a Bike, Uno-X Mobility, Unibet Rose Rockets, and the women's team FDJ-SUEZ wear casual clothing from the brand, while the Dutch rider Demi Vollering also maintains a personal sponsorship agreement with the American firm.

“Everything is on the table”

Statements from Kieran Ronan, head of Nike's cycling project, have fueled speculation about a much more significant return.

“Everything is on the table at this moment. Our first goal is to return to this sport. We are closely watching professional cycling, but without losing sight of the needs of recreational cyclists”, he explained.

The executive added that Nike's intention goes far beyond launching a few specific products.

“Our ambition is to play an important role in cycling again.”

However, Ronan also made it clear that the company has no intention of rushing timelines and will continue to move forward gradually.

“We are acting cautiously to offer the right products to the right consumers. Over the next one or two years, we will continue to develop new products alongside Nimbl.”

Could Nike become the main sponsor of Visma?

The statements inevitably come at a time of uncertainty for Visma Lease a Bike, which continues to seek a new main sponsor to partially replace Visma starting in 2027.

For now, there is no information directly linking Nike to that project, and the company itself has not confirmed negotiations with any WorldTour team. However, the fact that the company admits that such a sponsorship is an option “open for discussion” represents a radical change from the stance maintained over the last fifteen years.

With an annual revenue exceeding $50 billion and being the largest sports brand in the world, a return of Nike as a main sponsor would represent one of the most significant business moves in professional cycling in the last decade.

For the moment, everything points to a gradual return, starting with the development of technical clothing and footwear alongside Nimbl, although the doors to a much more significant presence within the WorldTour no longer seem completely closed.