Addition of a strong brand with a history of more than 25 years.
Sundio is expanding its portfolio with the acquisition of Primavera and adds, in addition to its "flagship brands" Sunweb and Eliza Was Here, a very nice brand. Primavera has been providing the most beautiful vacations to Portugal for 25 years. The magnificent Algarve, the South Portuguese coast, the cozy capital of Lisbon on the Costa de Lisboa, the northern and scenic Porto, and the flower island Madeira.

No noticeable changes for Primavera customers and partners.Primavera continues to operate under her own name and all Primavera activities and employees are taken over. This company acquisition therefore does not bring any noticeable changes to Primavera customers nor the long-term partnerships with loyal partners such as Transavia will be touched.

About Primavera

Primavera has been providing the most beautiful holidays to Portugal for 25 years, focusing on longer stays in the Algarve. The organization consists of 15 people and achieves a turnover of 17 million euros with 25.000 guests.
 

Today Team Sunweb officially saw the light. The International WorldTour team was presented to the media in an airplane hangar in Münster. Since 2015 Sunweb has been a co-sponsor of this team (former Giant-Alpecin) and experienced this partnership as a great tool to strengthen the synergy between the cycling community, their holidays and their expanding target group in Europe.  Becoming exclusive partner of a pro cycling team will generate a wider exposure and a tremendous value for Sunweb’s brand awareness.

Sponsor of memories, not only victories

The richness of life is all about moments and creating memories.  Sunweb believes that the best lifetime memories are often created "wearing flip flops”. Therefore, Sunweb’s main focus is to create great memories for their holiday makers by providing the best possible holiday experience.  This links perfectly with the team, as the common challenge in this partnership will be to create great memories for the athletes, their fans, and everyone involved with the team

Sunweb’s CCO Tim Van den Bergh says: “Cycling is one of the most popular leisure activities that goes hand in hand with traveling.”

He continues: "We will be able to connect with a new audience of passionate cycling fans, especially in our growth countries.  We will use the power of this team to roll out Sunweb's strategy for future growth across Europe with a special focus on Germany, the country with the biggest outbound travel market in Europe. As from now, we will set "the wheels in motion" to secure a bright future for Sunweb as well as for the team."

2017 team line-up with new arrivals Michael Matthew (AUS) and Wilco Kelderman (NED)

The 2017 line-ups of the team’s WorldTour men’s and women’s programs were presented to the audience, along with the team’s new Development program.

With new arrivals Michael Matthew (AUS) and Wilco Kelderman (NED), the team adds two leaders to its WorldTour men’s roster. Both are still at a young age and are expected to further progress in the coming years. Matthews and Kelderman join Warren Barguil (FRA) and Tom Dumoulin (NED) as leaders for many races in the UCI WorldTour calendar. With Barguil, Dumoulin and Kelderman the team is expected to make their mark in the classifications whilst with Matthews the team will aim for the big classics and punchy sprints.

Team Sunweb CEO Iwan Spekenbrink (NED) said: “Both the men’s and women’s program have been bolstered with several strong new signings, who we believe fit well within our team’s sporting environment and our specific elite sports approach. They will contribute to our team stepping up yet another level. Alongside this we will have a further enhanced focus on promoting the regrowth of cycling in Germany both through the team’s German WorldTour program, as well as through the team’s new Development program, which aims to deliver the best science, technology and coaching to the next generation international stars pursuing a successful career into the WorldTour. This new state-of-the art program provides a solid and structural contribution to shaping the future of cycling and has set its aims high to become the world’s leading and most innovative program in talent development. Sunweb’s commitment to both cycling’s present and future, allows the team to step up the sporting prestige of its men’s and women’s pro ranks and establish its new development program. It is a great day for both cycling and German cycling.”

The arrival of some of the world’s most high-potential talents such as former junior World time trial champion, Lennard Kämna (GER) and Chris Hamilton (AUS) allow the team to continue the development of the next generation of the stars from within its own ranks. On top of that, the team welcomes five new signings to its women’s roster. This includes former World time trial champion and current European time trial champion, Ellen van Dijk (NED), as well as double Dutch road champion, Lucinda Brand (NED), alongside other promising talents. Their Development program is excited to welcome Felix Gall (AUT) and Clément Betouigt-Suire (FRA), who placed both first and second respectively at the 2015 men’s junior World championships in Richmond, USA.

Sunweb has been a partner of Team Giant-Alpecin since 2015 and experienced this partnership as a great tool to strengthen the synergy between the cycling community, their holidays, and their expanding target group in Europe.

Becoming first partner of the pro cycling team will generate a wider exposure and a tremendous value for Sunweb’s brand awareness. However, according to Sunweb, the benefits of this partnership are not only linked with the team and its victories.  Sunweb sees its primary benefit in the opportunity to connect in a close and personal way with all cycling fans. The company’s main target will be to create meaningful content in a digital world and drive conversation with the "tech savvy" European fan base, who follow the sport of cycling very closely.

2000 Tage zur Spitze: a common growth strategy with big ambitions in Germany and the rest of Europe.

Sunweb will be more than a business partner, they will become part of a common dream.  A dream not only about a successful team and tomorrow’s victories, but also to transform the team into a life-time institute. The team will start a world-class development program from a hypermodern team base in Germany, to build the next generation of stars.  Today's promise at 2000 meter altitude is that in the year starting at exactly 2000 days from now, from the 1^st of January 2022, the next generation of German and international stars will start creating memories in the UCI WorldTour.

Gert De Caluwe, CEO of Sunweb says: “We see this partnership as a natural fit.  For 25 years is has been in our DNA to take care of millions of travelers. Our aim is to fulfill this caretaker role also for this team and the whole cycling community.”  

He continues: "We will be able to connect with a new audience of passionate cycling fans, especially in our growth countries.  We will use the power of this team to roll out Sunweb's strategy for future growth across Europe with a special focus on Germany, the country with the biggest outbound travel market in Europe. As from now, we will  set "the wheels in motion" to secure a bright future for Sunweb as well as for the team."

Iwan Spekenbrink, CEO of the team says: “We’re extremely proud to join forces with Sunweb, which we believe is one of the best partnerships in cycling. We share a common dream and big ambitions. Sunweb supports us 100% and does not only look at today’s victories and the day to day support. As a real partner they are also willing to invest in the future, to move forward the sport of cycling together with us, to support our vision, our road to the top, our 2000 Tage zur Spitze…"

Speaking for the whole team, Spekenbrink adds: "The athletes and the staff are very excited because Sunweb shares their “Keep Challenging” approach. This “elite sports approach” is built on cooperation and innovation as the key growth drivers within a framework of non-negotiable values.  And last but not least, our people are convinced about Sunweb’s true commitment to their future and the future of the next generation of German and international talents and staff."

Sponsor of memories, not only victories

The richness of life is all about moments and creating memories.  Sunweb believes that the best lifetime memories are often created "wearing flip flops”. Therefore, Sunweb’s main focus is to create great memories for their holiday makers by providing the best possible holiday experience.  This links perfectly with the team, as the common challenge in this partnership will be to create great memories for the athletes, their fans, and everyone involved.

Sunweb’s CCO Tim Van den Bergh says: “Sunweb has a lot in common with this team. We both aim for the best performance, we work in an international team and believe in the power of innovation to reach new frontiers.” He adds: “Cycling is one of the most popular leisure activities that goes hand in hand with traveling. On top of that, it also relies on technology to make it personal and to create a unique experience. Take the example of the app Strava: in which sport can one compete 1 on 1 with a real pro or with his own idol?"