Mathieu van der Poel has added another major brand to his growing list of commercial partnerships, signing a new deal with Adidas just days before the 2026 World Cycling Championships in Canada.
The Alpecin-Premier Tech rider is currently competing at the Tour of Luxembourg, where he won the opening stage on Wednesday. However, his biggest objective remains the World Championships, where he will attempt to claim the rainbow jersey.
As part of the new agreement, Van der Poel will become an Adidas ambassador. The German sportswear company will provide him with both performance and casual clothing, covering his activities on and away from the bike.
The Dutch star already has several high-profile sponsors. His existing partners include Canyon, which supplies his Alpecin-Premier Tech bike, luxury watchmaker Richard Mille, car manufacturer Lamborghini, fitness technology company Whoop and private aviation firm FLYINGGROUP.
Van der Poel welcomed the Adidas partnership, highlighting the company’s long-standing connection with cycling.
“Adidas has a rich history in cycling, and I’m proud to join the brand as an ambassador,” Van der Poel said. He added that training, recovery, running, golf and fitness are all important parts of his lifestyle, making Adidas’ combination of performance, comfort and style a good fit for him.
Adidas is equally enthusiastic about the partnership. Emma Galway, the company’s Category Director for Outdoor and Bike, described Van der Poel as one of modern cycling’s most impressive riders.
The company said working with the three-discipline world champion represents an important step as Adidas seeks to strengthen its presence in cycling and return to a more prominent position at the highest level of the sport.
With the World Championships approaching, Van der Poel will now turn his attention from his Luxembourg preparation to his bid for another rainbow jersey.
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