Thibau Nys and Lucinda Brand's team lose title sponsor in the middle of the cyclocross season
Cyclocross
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Follow us on GoogleAfter the European Cyclocross Championships in Zeddam, the Baloise Lions Cycling Team celebrated its two elite titles. Both Thibau Nys and Lucinda Brand were presented with the new jerseys. It was a fantastic achievement for the team, but they do have a setback to deal with. Headline sponsor Het Poetsbureau will soon be parting ways with the team, leaving team manager Sven Nys with some adjustments to make.
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Sponsorship withdrawal due to financial difficulties
Het Poetsbureau hasn’t been around for very long. At first, the parent company Glowi appeared on the jerseys of the cyclocross and road teams for a year, but they chose to take a step back in 2026.
They decided to bring the consumer brand Het Poetsbureau to the forefront. A multi-season contract had been signed, but Glowi exercised an option, meaning they have now completely withdrawn from the partnership, Nys confirmed to Het Laatste Nieuws.
"It's not out of dissatisfaction," he says. According to the Belgian media outlet, the company itself is reportedly facing financial difficulties. But for Nys, the timing is particularly inconvenient.
“It’s a more difficult time for us than it is for a road team. Because we’re in the middle of the cyclocross season and the contracts run through January 1,” he explains. “That leaves us with very little notice.”
Thibau Nys won the European Championship for Baloise - Het Poetsbureau.
Nys on the hunt for new investors: 'Things are never a bed of roses'
Fortunately, the team still has Baloise, which has long been associated with the team. Nys has to find a successor to Glowi and Het Poetsbureau, but reportedly, that’s going well.
“Yes, but in 2026, that applies to cycling in general and to every team looking for potential new partners. Unfortunately, in this sport, you’re never out of the woods.”
And so he remains cautious. “Companies that believe in us and are willing to invest are our only source of income. You have to constantly keep your antennae up. Discussions are underway. But you can’t get something like this sorted out in just a few months.”
Read more below the photo!
Lucinda Brand has nothing to worry about.
Nys reassures everyone: 'We're definitely not doomed'
At least financially, the team doesn't have to worry for the time being. That's because Nys has already found some potential partners.
"We've already secured a few additional jersey sponsors, who will be announced in the coming weeks. That means we're already making concrete plans for the future."
Because the cyclocross team is already looking far ahead. “Our new kit for after the New Year is ready, the road race schedule for next summer has been set, and we’re even already working on the schedule for the 2027–2028 winter season," he says.
So there’s nothing to worry about.” There’s absolutely no question of the team disbanding?
“Not at all. We’re certainly not doomed. And we’re continuing our search in earnest… with our strong relationship with Golazo as a solid foundation.”
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David Bavin-HobbsChief Editor
David has been working in the sports & cycling industry for 16 years. Covering racing, business and technology, he has worked in communications for cycling companies, teams, and as a journalist. His proudest achievement is winning the first bike race he ever entered. He hasn't won a race since.
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