The Dr. Wolff Group is making a strong statement in international cycling: The company behind the hair shampoo brand “Alpecin” is extending its contract with the UCI WorldTeam Alpecin-Deceuninck for another two years—until the end of 2027.
This means Alpecin will remain the “First Naming Partner” and continue to be featured on the jersey of the top team around superstars Mathieu van der Poel and Jasper Philipsen. “The motto ‘Never Give Up’ is more than just a slogan—it stands for endurance, discipline, and determination, values that connect the professional team and our brand,” the company emphasizes.
Successful Partnership: From Entry in 2020 to the Top of the WorldTour
Since Alpecin joined at the start of the 2020 season, the partnership has developed into one of the most successful in professional cycling. Alpecin-Deceuninck is now among the most prominent teams in the peloton. The list of achievements is long: Mathieu van der Poel has triumphed multiple times at classics such as the Tour of Flanders and Paris-Roubaix, claimed stage victories, and worn the yellow jersey at the Tour de France. In 2023, the multiple cyclocross world champion even won the rainbow jersey at the Road World Championships. Jasper Philipsen has also delivered spectacular sprint victories, including 10 stage wins at the Tour and winning the green jersey in 2023.
The early contract extension not only underscores the Dr. Wolff Group’s commitment to professional cycling, but also the close connection between brand messaging and sport.
Eduard Dörrenberg, CEO & Managing Partner of the Dr. Wolff Group, says: “For six exceptional years, our partnership with the team has demonstrated what is possible when shared ambition, trust, and performance guide every step forward. Renewing our commitment for an additional two years, with an option for a third, reflects Our strong belief in the team’s vision and in the values we have built over time. We look forward to shaping the next chapter of this journey side by side.”
Alpecin thus remains synonymous with excellence, perseverance, and true sporting spirit in international cycling.
