Unibet has agreed a deal to become the new title sponsor of the Royal Dutch Cycling Union (KNWU), the sport’s national governing body.
The agreement will run for four years, from 2017 through to the end of 2020, and is worth a total of €7 million ($7.6 million).
Under the deal, Unibet branding will appear on all KNWU riders’ clothing during major events such as the European championships and World Championships.
Unibet will also work in partnership with the KNWU to promote responsible gambling and sporting integrity in the Netherlands.
The value and duration of the deal is subject to Unibet securing an online gaming licence in the Netherlands, with the country widely expected to legalise such gambling activities before the end of the year.
“The partnership between the KNWU and Unibet assures that Dutch cycling from the base, such as associations and national leagues, through to the top national selections and Dutch championships, will receive huge financial support for years to come,” KNWU chairman Marcel Wintels said.
Anne-Jaap Snijders, director of Western Europe at Unibet, added: “Unibet is proud of this sponsorship agreement with the KNWU, which shows that we are fully committed to investment in grassroots through to top-level cycling when the road to operate under a licence in the Netherlands opens.”