Jumbo-Visma will race with SRAM groupsets from 2023

End of an era as the Dutch squad drops Shimano

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Dutch website WielerFlits.nl reports that Jumbo-Visma has struck a deal to race with SRAM groupsets from 2023. The news brings to an end a partnership between the hugely successful Dutch squads and the Japanese groupset manufacturer, Shimano, with its European headquarters in the Netherlands. Shimano is said to have pulled out of the running to extend the partnership on “reasons of principle”, after SRAM came in with what is considered an extremely lucrative offer.

Jumbo-Visma now joins Trek-Segafredo and Movistar in the men’s World Tour peloton and Canyon-SRAM, Human Powered Health, Liv Racing Xstra, SD Worx, alongside Trek-Segafredo and Movistar racing with SRAM groupsets in the Women’s World Tour peloton.

While switching groupset suppliers is nothing new for World Tour teams, it is for the organisation currently known as Jumbo-Visma. The team’s history stretches back as far as the 1990s with the various iterations of the team racing exclusively with Shimano groupsets since 1996 and the birth of the Rabobank squad. Nowadays, the team boasts a men’s and women’s World Tour squad, plus a development squad for U23 riders. While the WielerFlits report doesn’t specifically mention which teams are moving to SRAM, one could safely assume all three teams will make the switch.

In switching to SRAM groupsets, Jumbo-Visma also opens the door to a host of other supplier changes. Shimano-sponsored teams are almost always required to run almost exclusively Shimano and sister brand PRO’s components and wheels. CyclingTips understands the Jumbo-Visma men’s squad will also switch to Reserve wheels. While neither the wheel brand nor the team has made any announcement on 2023, Reserve is a sister brand of Jumbo-Visma’s bike supplier Cervelo and already supplies the Jumbo-Visma Women’s and U23 squads and recently released a new range of carbon aero wheels.

While it is believed Jumbo-Visma has a contract in place for 2023 with Lazer helmets, the team is presumably now also looking outside the Shimano stable for a new shoe supplier. Deals like these often involve bigger-picture business decisions, including Original Equipment buy-ins, etc. Meaning, we may also see more SRAM-equipped Cervelo options on our local shop floors or at least increased stock levels of SRAM-equipped bikes.

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