The partnership combines high-performance technology with elite athleticism, amplifying both the team’s success and ENVE’s presence in sports marketing. Since their initial collaboration in 2023, ENVE has become a fundamental part of UAE Team Emirates-XRG’s equipment strategy. The team rigorously tested ENVE’s wheels and handlebars in both road conditions and wind-tunnel environments, ultimately selecting them for their superior aerodynamic performance and reliability. This synergy has supported monumental achievements for the team, including victories in multiple Grand Tours, six Monument wins, and a World Championship, with star rider Tadej Pogačar maintaining his status as the world’s top-ranked cyclist.
The multi-year extension commits both parties to further cooperation in developing cutting-edge cycling technology. ENVE continues to supply the team with a comprehensive range of their SES carbon wheels and the SES Aero Pro One-Piece Handlebar, a product co-developed to meet the highest demands of World Tour racing. Additional advancements and co-developed products are scheduled for launch later in 2025, reinforcing the partnership’s role as a hub of innovation.
Mauro Gianetti, CEO and Team Principal of UAE Team Emirates, highlighted the importance of this partnership: “ENVE shares our pursuit of excellence and innovation. Their equipment has been instrumental in propelling us to the forefront of professional cycling. This extended collaboration allows us to continue pushing boundaries in performance and technology, which aligns perfectly with our brand positioning as a world-leading team.”
From ENVE’s perspective, CEO Mike Stimola emphasized the strength of the collaboration: “Partnering with UAE Team Emirates – XRG has been a remarkable journey. Our mutual commitment to innovation and performance elevates both the team’s success and our brand’s sports visibility globally. This partnership embodies the essence of modern sports marketing where technology and athleticism converge.”
The use of ENVE’s advanced SES wheels and proprietary handlebar systems plays a crucial role in the team’s competitive edge, providing optimal aerodynamics, lightweight construction, and superior handling. Such equipment facilitates enhanced performance in varied race conditions, from mountainous ascents to high-speed time trials.
The partnership elevates sports visibility not only through race results but also via collaborative promotions, digital activations, and merchandising. Through social media campaigns and immersive storytelling around equipment technology and athlete success, both brands engage passionate cycling audiences worldwide, amplifying their marketing reach.
Beyond racing performance, UAE Team Emirates-XRG and ENVE engage in community and youth development initiatives, promoting cycling as a sport in the UAE and globally. The team’s success has propelled cycling’s popularity in the region, aligning with broader sports marketing efforts to build a vibrant cycling culture.
The partnership contributes to this vision by supporting research and development tailored to professional cycling’s evolving demands, translating into consumer products that bring elite technology to everyday cyclists.
The extension of ENVE’s partnership with UAE Team Emirates-XRG exemplifies a holistic and strategic sports marketing model that combines cutting-edge product innovation, high-profile athletic achievement, and effective brand positioning. As both entities progress toward upcoming seasons, the collaboration promises continued success on the world stage and enhanced sports visibility, inspiring fans and athletes alike.
Sources: ENVE official blog, Endurance.biz, The Inner Ring, Emirates Media Centre, UAE Team Emirates official communications.
