The Tour de France will begin this Saturday, July 1, and for teams it is the moment of greatest media exposure of the year. The sponsors know the opportunity that the Tour offers at the advertising level and put all their efforts to stand out from the rest.
Trek already announced a few months ago that its ‘naming sponsor’ would change and with it the image of the team. The American team has changed Segafredo to Lidl and from now on they will be called Lidl-Trek. Of course there are brand new jerseys for Pedersen, Ciccone, Skjelmose and co.
With this video they have shown their new alliance with the popular supermarket brand, which will wear the team’s colors from now on. The women’s section of the team, one of the most powerful squads within the peloton, also shares changes and will wear new clothing in the Giro Donne, which begins tomorrow with a time trial in Chianciano.
Despite not being up to Jumbo-Visma or UAE, the truth is that Lidl-Trek brings a very interesting team to this Grande Boucle. Of course they have several men who could play a leading role throughout the return and with this new kit we will certainly not lose sight of them.
