In the search for the perfect brand activation, Dstny found the ideal partner in the Belgian Lotto cycling team with a strong match in core values, geographical markets, and audiences.
As a fast-growing company, generating trust and building a strong brand are essential for Dstny. Moreover, it makes attracting new customers, partners, M&A prospects, and talent easier. Dstny therefore chooses its partnerships very carefully. "Just like the Lotto cycling team, we believe in giving talent every opportunity, in the importance of a strong partner network, in diversity, and team spirit. We also share the ambition to play internationally from our Belgian roots," explains De Wever.
"Pro cycling is also one of the most popular sports in Europe, especially in our core markets. It has a large audience in the business world among decision-makers, so it provides us with networking and hospitality opportunities to grow even faster."
Dstny is the first Belgian Tech Scale-up to support a Belgian professional cycling team with a co-name sponsorship. "We are very proud to be the new co-name sponsor of the Belgian UCI WorldTour team Lotto-Dstny. We also hope to be able to inspire the team, from our similar starting position as 'challenger' in the market, to think and act strategically-creatively and 'out of the box”. I am convinced that by joining forces, we can both take the next step in our development", concludes De Wever.
John Lelangue, general manager of the cycling team, is delighted with the arrival of Dstny as a new partner. "We are very happy with Dstny’s eagerness and firm commitment to be a part of our team for the next two years this early in the season. Dstny and our cycling team are a perfect match of two Belgian organizations with international ambitions. Our team is going for stage victories in the Tour de France and wins in major classics, this year and in the future. Developing young talent, men and women, is part of our DNA. That's why, in addition to our WorldTeam, we also invest in our U23-development and women's team. Through this partnership, Dstny acquires a place in the future and history of Belgian cycling."
Jannie Haek, CEO of the National Lottery, is also looking forward to working with the new partner. 'With Dstny we share our Belgian identity and focus on innovation. Dstny is a good example of how Belgian technology companies can grow into strong international players. We are proud that we can contribute in this way to the further development of that success. In all those years, we have had wonderful moments with the cycling team, which we have now been supporting for 37 years. We are happy that with Dstny we can welcome Belgian talent in the team again, fully in line with the philosophy of the team."