INEOS go all-in on AI and unveil new Netcompany sponsorship deal: 'The start of a new chapter'

INEOS Grenadiers will race as Netcompany INEOS from the Giro d'Italia onwards. André Rogaczewski, CEO of Netcompany, confirmed the deal to Danish broadcaster DR, and the team officially announced the news on Monday morning. The Danish IT company is making a substantial long-term investment in the British squad.

According to DR, the deal is worth 750 million Danish kroner — approximately €100 million — over five years. In return, INEOS Grenadiers, where Geraint Thomas now serves as Director of Racing and Dave Brailsford has returned to the fold, will make extensive use of the AI platforms Netcompany provides.

The agreement includes an exclusive licence for the AI platform PULSE — Netcompany's European AI-driven digital system, already deployed in real-time environments at Munich and Heathrow airports. It will now be used in elite sport for the first time.

As part of the deal, Netcompany will not be permitted to licence PULSE to any other WorldTour team for the next five years. The technology will be used in competition for the first time at the Tour de France this summer.

"PULSE will be integrated across the entire team, with individual riders and in races, enabling real-time, collaborative decision-making by combining multiple inputs into a single unified data source to maximise performance impact. As part of the five-year strategic partnership, INEOS has secured PULSE licences for the full period," the team stated.

"It is a partnership in which our platform is used by the cycling team, while we simultaneously increase Netcompany's profile across all European markets," said Rogaczewski.

"This partnership supports our strategic ambition to accelerate growth across Europe by demonstrating the impact of advanced technology and AI at the highest level of sport. Together, we want to enable smarter decision-making, strengthen competitive advantage, and help the team win the Tour de France again."

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The team later confirmed the news in their own right, with a statement from Brailsford. "This is one of the most significant partnerships in cycling — a genuine vote of confidence, not just in our team, but in the sport itself. It is an important moment for us and marks the beginning of a new chapter."

"Our sport is a human endeavour, where decisions made in training, racing and recovery make the difference every day. We don't lack data — the real challenge is turning that data into clear, practical actions and executing them consistently."

"With Netcompany, we can do that better. PULSE allows us to organise our data into clear insights that enable faster and better decisions when it matters most."

"This is more than a sponsorship agreement — it is a purposeful partnership. It provides long-term stability and gives us the platform to invest in performance over time, laying the foundation to win, and to keep winning. Ultimately, it is about creating the conditions to win the Tour de France," said Brailsford, who spent years dominating the race with Team Sky.

Geraint Thomas is equally enthusiastic about the new partnership. "I've seen first-hand how the sport has evolved. But what hasn't changed is the importance of getting the basics right and paying attention to the smallest details. That is ultimately what leads to success on the road."

"The PULSE AI platform from Netcompany will help with that across every part of the team. It gives us confidence in our systems and in the quality of the data and information we are working with in real time, so that everyone is aligned and working to the same guidelines."

"From my side, it is about creating an environment where riders can fully focus on racing, while the team around them is connected and making the best possible decisions. If we get that balance right, it will make a real difference when it counts," said the Welshman.