Have you spotted it yet? There’s a new addition to the jerseys and bib shorts of the men’s cycling team Soudal Quick-Step and the women's team AG Insurance Soudal. The logo of Circeaulair will be riding along with the teams during the complete period of the Tour de France and Tour de France Femmes!
Soudal Quick-Step will embark on their Tour de France journey this weekend with new jerseys. This year’s Grand Depart will take place in Florence, the birthplace of the Renaissance and a city that is noted for its culture, art, and architecture. The region’s most famous son is without any doubt the great Leonardo da Vinci, who was born around 50 kilometers from Florence.
Da Vinci produced an incredible number of notable pieces of art, engineering, sculptures, and pieces of architecture, but he was also a theorist, with one of his more well-known concepts being ‘Water is the driving force of all nature’. It is therefore fitting that, while in the home of da Vinci, we will display the logo of Circeaulair, a project of our partners Ekopak, which is aimed at helping businesses making the switch to recycled water.
Circeaulair is a joint venture between Ekopak Sustainable Water (also official jersey sponsor) and the Belgian infrastructure fund EPICo². The goal of Circeaulair is to disconnect the industry of the drinking water network and pursue circular water use. By prominently featuring the company’s logo at this year’s Tour de France, Circeaulair aims to leverage this high-visibility partnership to enhance awareness and foster brand visibility across Europe.
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Speaking of the change of logo, Pieter Loose, CEO of Ekopak and founder of Circeaulair said: “The visibility provided by our partnership with Soudal Quick-Step at the Tour de France is invaluable. With millions of viewers tuning in from around the globe, it is an opportunity to highlight the critical issue of water sustainability and to engage a broad audience in our mission to transform industrial water use.”
This was reflected by Soudal Quick-Step CEO Patrick Lefevere, who said: “Since we started to work with Ekopak several years ago, we have been impressed by their commitment to water conversation and we have learned a lot from them. The Circeaulair project demonstrates even further their commitment to innovative thinking and leading the way with water management, which makes complete sense for the industry to implement. We will be proud to wear their logo during this year’s Tour de France.”