About this episode

Tom Hill discusses the significant sponsorship deal between INEOS Grenadiers and Netcompany, highlighting the challenges and opportunities in cycling sponsorship.

As of the start of the 2026 Giro d’Italia this weekend, the INEOS Grenadiers cycling team will be known as Netcompany-INEOS. Last week, the team - one of the most successful in elite road cycling - announced a new sponsorship deal with Danish tech and AI firm Netcompany. INEOS, team owner Sir Jim Ratcliffe’s giant chemicals company, had yielded the main naming position for a deal reported as worth €100m over five years. At the centre of deal - one of the biggest in the pro peloton - is Tom Hill. He joined the team as CCO in 2024 having previously held commercial leadership positions at World Rugby and Manchester United amongst others. Hill joins us on the podcast this week to detail the work that went into signing Netcompany; to articulate the valuable USPs - and unique challenges - that cycling has as a sponsorship proposition; and to evaluate the cycling ecosystem as a whole and ask ‘is there a better way?’

People in this episode

Guest: Tom Hill

Topics covered

• sponsorship
• cycling
• business strategy
• sports management
• AI technology

Keywords

• INEOS Grenadiers
• Netcompany
• sponsorship deal
• Tom Hill
• cycling
• AI sponsorship
• business strategy

Mentioned in this episode

Organizations: INEOS Grenadiers, Netcompany, World Rugby, Manchester United

Places: Denmark

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