WorldTeam Dstny and Lotto join forces to sponsor UCI WorldTour-cyclingteam

Belgian fast-growing technology company Dstny will become the co-title sponsor of the Lotto-Dstny cycling team from 2023.
General 24 February 2022

Belgian fast-growing technology company Dstny will become the co-title sponsor of the Lotto-Dstny cycling team from 2023. Destiny, which specialises in business communication solutions based on cloud technology, is launching a new logo and European brand identity 'Dstny' today, uniting more than ten companies in the group. In the cycling team, Dstny finds the perfect match to increase the awareness of this new brand in Europe. The agreement with the cycling team runs until at least the end of 2024.

With 7 victories, the cycling season started well for the oldest Belgian WorldTour-team. For years, the team has remained true to its philosophy of developing its own Belgian talent, choosing the attack and racing with bravery. Values in which Dstny recognises itself.

"We are therefore very proud to be the new co-title sponsor of the Belgian UCI WorldTour-team Lotto-Dstny," says Dstny-CEO Daan De Wever. "We hope to inspire the team from our similar starting position as 'challenger' to think and act strategically-creatively and 'out of the box'. I am convinced that by joining forces, we can both take the next step in our development. We believe that this sponsorship will put the Dstny brand even stronger on the European map and increase our brand awareness in current and future markets in Europe."

John Lelangue, General Manager of the cyclingteam, is delighted with the arrival of Dstny as a new partner. "We are very happy with Dstny's enthusiasm and strong commitment to be part of our team for the next two years. Our team is going for stage victories in the Tour de France and wins in major classics. This year and in the future. Developing young talent, both men and women, is in our DNA. That is why we invest not only in our WorldTeam, but also in our development and women's team. Through this partnership Dstny acquires a place in the future and history of Belgian cycling."

Also thanks to Dstny, it will be possible to train another generation of young Belgian talents. John Lelangue: "Dstny and our cyclingteam are a perfect match of two Belgian organisations with international ambitions. We can offer them brand awareness on the very highest international cycling stage, while Dstny enables us to further expand our long-term commitment to Belgian cycling."

Jannie Haek, CEO of the National Lottery, is also looking forward to working with the new partner. "We share with Dstny our Belgian identity and focus on innovation. Dstny is a great example of how Belgian technology companies can grow into strong international players. We are therefore proud that we can contribute to the further development of that success in this way. The National Lottery may have been an established and reliable value for more than eight decades, we continue to innovate constantly and to invest strongly in the digital component of our organisation. It is partly thanks to this business vision that we are able to achieve constant growth, which enables us to support many projects including the cyclingteam."

Cycling sponsorship to strengthen European position

The cyclingteam will ride with the new logo and name Dstny on its jersey from 2023. This new brand identity is an essential next step for Dstny in the management's growth strategy. With the new branding and cycling sponsorship, Dstny wants to clarify and strengthen its position as a European leader in interactive business communication in the cloud. The group's mission is to make business communication across various channels as easy as possible for employees and customers of both SMEs and large corporations. The sponsorship of Lotto-Dstny fits perfectly with the transition the company is making from initial challenger in a number of countries, through strong international growth to an ambitious European player.

Daan De Wever: "Just like the cyclingteam, we believe in giving talent every opportunity, in the importance of a strong partner network, in diversity and in teamspirit. We are also united by our Belgian roots and ambition to play on an international level. This immediately felt like a good match. In addition, cycling is also very popular among decision-makers and CEOs in the business world, so it gives us networking and hospitality opportunities to grow even faster."

More than just a marketing tool

Yana Seel, Chief Business Officer of the team, accompanied the entire process and discovered more and more common ground between Dstny and the cyclingteam. "Of course, the business component of cycling sponsorship is very important," she says. "We can give companies global visibility in a sport that is very close to people. But a partnership on this scale goes much further than that: shared vision, values and identity are crucial to the success of a partnership like this. Cycling is emotion. A match on that level too is vital for both the cycling team and the partner."

A feeling also shared by the National Lottery. "We have had wonderful moments with the cycling team over the years," concludes Jannie Haek. "This is a long-term project, that much is clear after 37 years. We are grateful to the team for all those wonderful moments and the team is also grateful to us for the support over the years. We are happy that with Dstny we can again welcome Belgian talent in the team, entirely in line with the philosophy of the team."

From left to right: John Lelangue (General Manager of the UCI WorldTour team),  Jannie Haek (CEO National Lottery) and Daan De Wever (CEO Dstny).

About the UCI WorldTour-team

The Lotto cyclingteams are a household name in the cycling world. Since 1985, the National Lottery has linked the name of its strong Lotto brand, together with various other partners, to the professional cycling team. After all these years, the 2022 team is still known for its attacking spirit, approachability and investment in young Belgian cycling talent. The team shows itself every year on a global level and won the biggest races like the Tour of Flanders, Paris-Roubaix and many stages in the Tour de France.

About Dstny

Dstny is a fast-growing technology company that originated in Belgium and has become a European provider of modern business communication solutions based on cloud technology, enabling employees and customers of small and large companies to communicate with each other in an easy and straightforward manner via all possible communication channels (voice, video, chat and others).

About the National Lottery

The National Lottery, with its strong Lotto brand, is a loyal partner of Belgian cycling and has been regarded in the cycling world for more than 37 years as the "pacesetter of the race" in all its facets. Lotto is a proud partner of numerous cycling-related projects in various disciplines, such as track cycling, BMX, or cyclocross, and of various larger and smaller cycling races on Belgian soil, ranging from the Tour of Flanders over E3 Prijs to the Lotto Belgium Tour, but also the World Championships in Flanders or the Tour de France start in Brussels in 2019. In addition, the National Lottery is investing not only in a Belgian WorldTour-team, but also in a women's team and a team for young talents, in numerous youth training programs and in the framing of cycling events. Lotto also brings fans close to cycling thanks to its Captains of Cycling cooperative, a unique model where fans help to determine the future of Belgian cycling and receive a great deal in return. The players, the fans, the supporters: these are our stakeholders. Their experience with our brands and our mission is our most important Return on Investment. So we can say with certainty: the National Lottery and cycling go hand in hand.

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