“If money was our only driver, we’d have changed it long ago”: why Gent-Wevelgem is getting a new name in 2026

Team names and race titles can be a headache for cycling fans, with sponsors calling the shots and long, unwieldy labels the result—2026 will be no different. You know Gent-Wevelgem and the Critérium du Dauphiné, right? Next season, both will appear on the calendar under new names.

In the Dauphiné’s case, it becomes the Tour Auvergne-Rhône-Alpes from 2026 after regional backing replaced the original newspaper sponsor. It’ll take a little getting used to, but it tracks commercially. It’s a bit different for Gent-Wevelgem, a race that historically ran from Ghent to Wevelgem.

In recent years, though, the start has long since moved—first Deinze, then Ypres (Ieper). The last time the race literally went from Ghent to Wevelgem? 2002. Yet only in 2026 will the event’s name be updated.

The new identity follows the start and finish locations, but Flanders Classics goes a step further. Officially, it’s “In Flanders Fields – from Middelkerke to Wevelgem.” It doesn’t exactly roll off the tongue, so expect most to use Middelkerke-Wevelgem.

The key: Middelkerke will host the start through 2035 under a 10-year agreement. Flanders Classics confirmed the deal in a press release, underlining Middelkerke’s commitment—fresh off hosting the European Cyclo-cross Championships—and the organisers’ satisfaction with the long-term partnership.

For many fans, this will take some swallowing. Is nothing sacred? Milan–Sanremo hasn’t changed its name, even though Pavia has been the start for several years. Van Den Spiegel acknowledges the history: "People will still say 'Gent-Wevelgem,' of course. But this way, we highlight the unique DNA of this race even more.”

Facing online criticism about complicated new names, the CEO even responded on social media, pointing to the sport’s dependence on city and regional marketing budgets—vital if we want to keep free access for fans.

"We’ve started in Ghent for years, so at some point investor cities want to see their investment reflected. Now that we have a ten-year contract with Middelkerke, it was time to make the change. If money was the only driver, we’d have changed the name long ago, like many others.”