Why FDJ United-Suez signed Red Bull.
The Women's World Tour superteam now has wings.
FDJ-Suez United have the best rider in the world, the deepest roster in the peloton, a Giro and a trophy cabinet full of the biggest Classics. Off the pitch, they have a media operation that’s the envy of the peloton, and a sponsorship roster that includes Nike and Specialized. No team in the Women's WorldTour comes close.
Now they’ve got Red Bull too.
The worst-kept secret in women’s pro cycling is finally out, and of course they chose the Tour de France Femmes avec Zwift to announce it. The biggest name in sports marketing looked at the best team in women’s cycling and decided it wanted in.
How long has this been in the works for?
It was the end of February when I first got word that Red Bull would be signing with FDJ-Suez. When the often-correct Daniel Benson announced on his Substack in early March that something was brewing, I was certain.
Little was said through the Classics season, but a spate of big-name contract renewals implied a bigger budget had been secured. When Kate Courtney’s signing was announced with immediate effect just weeks before the Tour de France Femmes, it became a case of when, not if.
The when answered itself. There's no bigger race to launch a partner like Red Bull than the Tour de France.
Why has this happened?
FDJ-Suez need more money, and Red Bull is a sponsor every sports team wants.
Stephen Delcourt has a problem most managers would kill for: his team can't stop winning. But it's costing him a fortune. In the midst of a WWT salary boom, the surest way to increase your own wage bill is to keep winning.
The Vollering and Chabbey contract renewals through to 2028 won’t have come cheap, and they’re only the start. Paris-Roubaix winner Franzi Koch will command a very different salary when her current deal expires in 2027, given her performances since she signed.
He’ll want to invest elsewhere too: perhaps a squad pushed towards twenty riders, more altitude camps, or a better-resourced performance department.
The 29% cost inflation.
At the start of 2026, Delcourt told Cyclingnews his costs had risen by 29%. His team’s success this year will push that number higher again.
“We are like a start-up without funds. We play with money that we don’t have in our pockets. That’s dangerous…We go too fast because we have no rules. There is space for the big teams, but for the others, there is no place.
There is a budget decision and a sports decision. I really feel that if [costs] continue to increase at 29 per cent, I need to be calm and not go too fast.:”
How’s the Red Bull deal structured?
The evidence shows it may not be as significant an investment as many expected, but that remains unclear. To me, this reads more like a blanket helmet sponsorship of the team.
It’s a very different arrangement to the deal Red Bull struck with BORA-Hansgrohe in 2024. There, they acquired a controlling interest, a 51% stake, in the holding company behind the team, costing a rumoured $10m.
The tells with FDJ United - Suez are in what isn’t happening. Red Bull aren’t in the team name, nor do they have their logo on the jersey. This is an increasingly rare move from them. Across their sports portfolio, Red Bull usually takes a controlling interest or naming rights in the team, often both.
Red Bull brings more than just money.
While we’ll never know what the financials of the deal look like, it’s worth remembering that Red Bull brings a lot more than financial support to the table.
Start with the brand recognition. Red Bull is arguably the biggest brand in sports marketing, and having them on board changes the positioning of the team. For attracting new riders, staff, and sponsors, Red Bull brings that extra bit of legitimacy.
There's the activation spend too. Red Bull always invests around their sponsorships. Whether that’s content, events, or campaigns. FDJ don't need to be taught how to do that. But this should help their brand step up to a new level.
Finally, there’s the performance play. The Red Bull performance team is huge, and we’ll likely see FDJ-Suez take advantage of those resources and their Athlete Performance Centres in LA and Salzburg.
Expect a development play to follow.
Wherever Red Bull invests, talent development follows. Their philosophy across the sports portfolio is always long-term - build the pipeline, not just the first team.
In football, Erling Haaland came to the top via Red Bull Salzburg; in Formula One, Max Verstappen came up through their junior programme. Their Rookies cycling project has already produced names like Boichis and Finn.
FDJ are already winning the present. A Red Bull-style development pipeline is how you win the future. ‘Tomorrow is decided today’, as their own slogan puts it. I doubt it’ll show as a traditional development team.
Women's cycling doesn't have the pyramid for one yet. The U23 calendar is thin, and there’s nowhere near enough racing at the level below the WWT to develop a rider properly.
If Red Bull were serious about development, it’d be investing in the infrastructure - a proper development calendar, or a league that gives young riders somewhere to race. That’s unlikely, of course.
Realistically, FDJ-Suez will probably sign more young riders onto their roster (like they have with Thaïs Poirier).
Who else could sign?
FDJ-Suez have fifteen riders signed for 2027 and look to be holding their core group together. Amid a run of re-signings, one name stands out: Kiwi sprinter Ally Wollaston has yet to commit and is rumoured to be heading elsewhere.
The Red Bull connection makes for some obvious guesswork. Zoe Bäckstedt is the lazy pick, but she’s contracted to Canyon-SRAM through 2028, so it seems unlikely. Blanka Vas is another Red Bull name, but tied to SD Worx through 2027.
Looking at the squad, I’d want a big-name sprinter. They don’t strictly need one, but WWT racing has a high density of bunch sprints so not having one feels amiss. I’d also look at Pfeiffer Georgi. Her Picnic-PostNL contract is up this year, and the list of riders who’ve left that team and improved is ever-growing.
Where can FDJ-Suez improve further?
The team are the gold standard, but the best can get better.
FDJ United-Suez isn’t a long-term identity; it’s a sponsor name. Naming rights are cycling’s greatest branding flaw: the name belongs to whoever’s paying, so when they stop paying, the name and its history can vanish.
The team have built something genuinely valuable, but none of it is anchored to a name they own. The best franchises in world sport outlive any sponsor. A team building a brand this good should own the one that carries it.
Could they do a luxury goods play?
For a sport with an ever wealthier audience, cycling has yet to have its luxury goods era. While watch brands like Tudor and Richard Mille have entered the men’s World Tour, nobody has gone further. Burberry partnered with Qhubeka NextHash in 2021, but that lasted five minutes. BOSS sits on the flank of Red Bull-BORA’s kit, and partner Tudor Pro Cycling, but neither partnership has never amounted to much more than a logo.
FDJ could be the team to do something here. They’re French, they’re brand literate, and they're out front of a fast-growing sport. My brain goes to LVMH: a French luxury goods conglomerate for a French superteam.
LVMH are investing big in the sports world. Last year, they entered a 10-year partnership as the ‘global luxury partner’ of Formula 1. Earlier this year, the LVMH-backed private equity firm, L Catterton, bought a major stake in Hyrox.
The sports audience is the one luxury wants.
Where does this leave the WWT?
The best team in the world just got richer, and it got richer because it was already the best team in the world. That’s how elite sport works: winners attract money.
Most sports have mechanisms that push back to keep competition fair; cycling does not. No salary cap, no revenue sharing, no nothing.
The outcome is likely that the gap between the top and the bottom of the WWT increases further. A small group of big-budget teams will pull clear, and everyone else fights to exist. Racing becomes more predictable as a consequence.
Women's cycling has spent decades fighting for money. It's now finding out that money brings its own problems too.
The team deserves this investment.
FDJ-Suez have done everything right.
They built the team’s culture, performance and brand. In doing so, made themselves the obvious place for a company like Red Bull to put its money. That’s the lesson for the rest of the WWT. FDJ-Suez operate like a modern sports team, not a traditional cycling team.
What they’ve done is not a secret formula. It takes investment, risk and time. It’s being willing to leave the cycling bubble and think differently. It’s the reason they’re thriving, and the reason most pro cycling teams are not.
If you want to read more about the FDJ United-Suez team, I wrote this at the start of last year.
Nike, Specialized, and Vollering: FDJ-Suez’s Off-Season Masterclass
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