Belgian sports nutrition company Etixx to take over as title sponsor of WorldTour cycling team

Omega Pharma-QuickStep will be known as Etixx-QuickStep from the 2015 season, as Belgian sports nutrition brand Etixx takes over as title sponsor of the Belgian WorldTour outfit.

The change is not as major as it may first appear, as Etixx is part of the Omega Pharma stable. The deal will run for three years, from the beginning of the 2015 season to the end of the 2017 season. Flooring specialist QuickStep stays on as co-title sponsor.

“Despite its young age (Etixx has only existed since 2009), the sports nutrition brand makes no attempt to disguise the limits of its international ambitions,” read a press release issued by Etixx on Monday.

“This then calls for an appropriate marketing strategy. Omega Pharma, principal shareholder, is more than willing to make space for this ambitious young player on the jerseys of one of the most talented cycling teams seen in recent years.”

The team is managed by Patrick Lefévère and is home to British sprinter Mark Cavendish, world time trial champion and recent Tour de France stage winner Tony Martin and Classics stars Tom Boonen and Niki Terpstra, and is one of the most consistently successful squads in the Union Cycliste Internationale’s WorldTour calendar.