'A new era begins': INEOS Cycling signs up Netcompany for major AI push, new title sponsor
INEOS Cycling has entered a five-year partnership with Danish tech firm Netcompany, adopting its PULSE AI platform to enhance performance through real-time data analysis. The team will rebrand as Netcompany INEOS, with the new name debuting at the 2026 Giro d'Italia. The AI system aims to improve decision-making in areas like race strategy, nutrition, and recovery. This marks the first sports application for PULSE, which has previously been used in corporate and public sector settings.
- ▪Netcompany has signed a five-year deal to become the title sponsor of INEOS Cycling, renaming the team Netcompany INEOS.
- ▪The partnership introduces the PULSE AI platform to professional cycling, offering real-time data analysis for rider performance, logistics, and race conditions.
- ▪PULSE has been used by organizations including HMRC and major airports but this is its first deployment in sports.
- ▪The rebranded team will make its debut at the 2026 Giro d'Italia.
- ▪Geraint Thomas, Director of Racing for the team, emphasized the importance of data accuracy and alignment across the team for competitive success.
Full article excerpt tap to expand
Pro 'A new era begins': INEOS Cycling signs up Netcompany for major AI push, new title sponsor News By Mike Moore published 28 April 2026 Netcompany's PULSE looks to give INEOS an AI boost When you purchase through links on our site, we may earn an affiliate commission. Here’s how it works. (Image credit: Future / Mike Moore) Copy link Facebook X Whatsapp Reddit Pinterest Flipboard Threads Email Share this article 0 Join the conversation Follow us Add us as a preferred source on Google Newsletter Subscribe to our newsletter Netcompany signs five-year partnership with INEOS CyclingPULSE AI platform looks to give the team a major boostNetcompany will become title sponsor for the team from 2026 Giro d'ItaliaOne of the world’s biggest professional cycling teams is set to get an AI boost following its tie-up with Netcompany.INEOS Cycling, which boasts the likes of Geraint Thomas, Bradley Wiggins, Chris Froome and Mark Cavendish among its alumni, is teaming up with the Danish firm to utilize its technical expertise, specifically its PULSE AI platform, in its push for glory in this year’s grand tours.The five-year deal will see the team renamed as Netcompany INEOS, with the new branding debuting at the Giro d’Italia 2026 next month.Article continues below You may like Golf is getting an AI upgrade — here’s what could change 'Modern technologies have revolutionised virtually every aspect of sport': Get ready for more AI coming to all the sports you love Forget copilots - NetSuite wants to be the ‘autopilot’ for your business AI journey Get the PULSE racingNetcompany says PULSE offers real-time data analysis and actionable insights all in a single location, offering a unified race intelligence platform for the team where rider, environmental and logistical data can instantly be viewed.These will be vital in a fast-paced racing environment, allowing the team to make quick decisions such as sending a rider up for a breakaway, or when to launch a sprint train.It could also allow for better context-aware planning, adapting in real-time to offer nutrition advice if weather conditions suddenly change, as well as aiding with recovery and equipment status after a race.“I’ve seen first-hand how much the sport has evolved. But what hasn’t changed is the importance of doing all the basics well and paying attention to the tiny details. That’s what ultimately leads to success on the road,” said Geraint Thomas, Netcompany INEOS Director of Racing. window.sliceComponents = window.sliceComponents || {}; externalsScriptLoaded.then(() => { window.reliablePageLoad.then(() => { var componentContainer = document.querySelector("#slice-container-newsletterForm-articleInbodyContent-f6r3Wmoo4H4Q69EuGju9Uc"); if (componentContainer) { var data = {"layout":"inbodyContent","header":"Are you a pro? Subscribe to our newsletter","tagline":"Sign up to the TechRadar Pro newsletter to get all the top news, opinion, features and guidance your business needs to succeed!","formFooterText":"By submitting your information you agree to the <a href=\"https:\/\/futureplc.com\/terms-conditions\/\" target=\"_blank\">Terms & Conditions<\/a> and <a href=\"https:\/\/futureplc.com\/privacy-policy\/\" target=\"_blank\">Privacy Policy<\/a> and are aged 16 or over.","usDisclaimerFooterText":"By signing up, you agree to our <a href=\"https:\\\/\\\/futureplc.com\\\/terms-conditions\\\/\" target=\"_blank\">Terms of services <\/a> and acknowledge that you have read our <a…
This excerpt is published under fair use for community discussion. Read the full article at TechRadar.
Discussion
0 commentsMore from TechRadar
