Tudor Pro Cycling has been an all-Swiss affair since the team’s founding in 2022 at the behest of Swiss ex-pro Fabian Cancellara.
Based in Sursee, near Luzern, its lead sponsor is a Swiss watch brand, it rides BMC bikes with DT Swiss wheels and until now has been kitted out by the Swiss brand Assos. Its roster includes 15 Swiss men, although arguably its star rider is the French two-time former world champion Julian Alaphilippe.
But for 2026, Italian brand Sportful will take over as kit supplier, pushing Assos out. Cancellara’s connection to Sportful has deep roots, though, predating Tudor Pro Cycling.
“Sportful has been part of some of the most defining moments of my career, especially the 2010 season, which holds memories I’ll never forget,” says Cancellara.
In that season, riding for Team Saxo Bank, his list of victories included winning the first three Monuments of the year: Milan-San Remo, the Tour of Flanders and Paris-Roubaix, winning the Tour de France prologue time trial to take the yellow jersey, and winning the time trial world championship for the fourth time.
His performances were so dominant that, in that year, unsubstantiated allegations were made that his bike was equipped with a hidden motor.
According to Tudor Pro Cycling’s CEO, Raphael Meyer, Sportful will bring its decades of expertise and commitment to innovation to the team.
Tudor Pro Cycling says Sportful’s designers are working with the team’s riders, including Alaphilippe, to develop next-generation race apparel. It states that development is focused on aero gains, as well as breakthroughs in thermoregulation for riders, coupled with rider comfort.
Sportful will be launching its new Tudor Pro Cycling co-engineered clothing range for the public to buy in 2026.
