# Dstny Teams Up with Lotto to Elevate Belgian Cycling
Belgian technology firm Dstny is stepping into the limelight as the co-title sponsor of the Lotto-Dstny cycling team starting in 2023. This partnership marks a significant collaboration aimed at boosting the visibility of Dstny’s brand, which focuses on innovative cloud-based business communication solutions. The new brand identity will be officially launched today, consolidating a group of over ten companies under the Dstny name.
The Lotto-Dstny cycling team has begun the season strong, securing 7 victories, while upholding its commitment to nurturing local Belgian talent. This resonates deeply with Dstny’s values and its mission as a company.
“We are therefore very proud to be the new co-title sponsor of the Belgian UCI WorldTour team Lotto-Dstny,” stated Dstny CEO **Daan De Wever**. “We hope to inspire the team from our similar starting position as ‘challenger’ 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. We believe that this sponsorship will put the Dstny brand even stronger on the European map and increase our brand awareness in current and future markets in Europe.”
**John Lelangue**, General Manager of the cycling team, expressed excitement about Dstny’s partnership, emphasizing the team’s ambition for stage wins in prestigious events like the Tour de France. “We are very happy with Dstny’s enthusiasm and strong commitment to be part of our team for the next two years,” remarked Lelangue. “Developing young talent, both men and women, is in our DNA. Through this partnership, Dstny acquires a place in the future and history of Belgian cycling.”
Dstny’s involvement not only bolsters the cycling team but also plays a critical role in fostering the next generation of Belgian cycling talent. “Dstny and our cycling team are a perfect match of two Belgian organizations with international ambitions,” added Lelangue. “We can offer them brand awareness on the very highest international cycling stage, while Dstny enables us to further expand our long-term commitment to Belgian cycling.”
**Jannie Haek**, CEO of the National Lottery, highlighted the shared innovations and Belgian identity. “Dstny is a great example of how Belgian technology companies can grow into strong international players,” she explained. “We are therefore proud that we can contribute to the further development of that success in this way.”
### Sponsorship Aims to Strengthen European Presence
With the new brand identity, the Lotto-Dstny team will proudly display Dstny’s logo on their jerseys starting in 2023, marking a pivotal phase in Dstny’s growth strategy. “Just like the cycling team, we believe in giving talent every opportunity, the importance of a strong partner network, diversity, and team spirit,” said De Wever. “This immediately felt like a good match. In addition, cycling is popular among decision-makers and CEOs in the business world, so it gives us networking opportunities to grow even faster.”
### More than Just a Marketing Strategy
**Yana Seel**, Chief Business Officer of the team, noted the deep-seated connections between Dstny and the cycling team. “The business component of cycling sponsorship is very important,” she stated. “But a partnership on this scale goes much further: shared vision, values, and identity are crucial to the success of a partnership like this. Cycling is emotion.”
Jannie Haek echoed these sentiments, reflecting on the partnership’s legacy. “This is a long-term project, that much is clear after 37 years. We are grateful to the team for all those wonderful moments and the team is also grateful to us for the support over the years,” she concluded.
As Dstny and Lotto join forces, they aim not just for cycling victories, but to set a standard for collaborative success in the world of sports and technology.
