Where the Money Flows: Cycling Sponsorships in 2026 with Nicolò Ildos

The business of professional cycling has never been more complex — or more expensive. Team budgets are exploding, rider time is increasingly scarce, and brands are being asked to spend more while getting less access in return. Meanwhile, gravel is professionalizing fast, and Asian brands are quietly reshaping who supplies the peloton.In this episode, I sit down with sports marketing consultant Nicolò Ildos to take stock of where sponsorship dollars are flowing as we head into the 2026 season — and what brands need to ask themselves before writing any checks.Read the latest 'The Business of Cycling' BlogSign up for 'The Business of Cycling' NewsletterRead the latest 'The Business of Cycling' BlogSign up for 'The Business of Cycling' Newsletter