Since this season, Dstny has been a co-sponsor of the Traditional Team Lotto. The communications company is led by cycling enthusiast Daan De Wever, who came to Vive le Vélo to explain the challenges sponsors face in the cycling world.
Dstny has been a fast growing company for several years now, and has been active in countries where cycling is very popular.
When it was announced that Lotto would be looking for a successor to Soudal, De Wever was quickly asked why he was not involved in the project.
“Your first reaction is ‘No way,’ but later you start thinking. When I called the CFO to ask him to take a look at cycling, he thought it was a great idea,” says De Wever.
Thus Lotto – Destiny was born.
“What makes cycling so unique, especially for commercial companies, is the fact that the team has your name on it. There’s no platform where you can, unless you’re going to sponsor a stadium.”
This does not automatically mean that the general public knows what the name of sponsors in cycling is. According to De Wever, this is the biggest challenge for sponsors.
“Visma is a good example. They’re in a similar sector to us. Everyone knows Visma, but if you ask 100 people what the company does, it becomes much more difficult.”
“We note that our people have to explain much less.” Who is Dstny? ‘, and the question is ‘What does Dstny do? “.
Vive le Vélo’s Jan Baclantes asked why he couldn’t become CEO of Lotto-Dstny. De Wever quickly asserted that he had no voice in this selection process, while Baclantis felt his candidacy was not taken seriously enough.
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