Sometimes innovation lurks in a small corner. For example, two exhibitors are launching their Pacing Sticker. With it, cycling tourists can neatly organise their races. “That way you avoid a hunger pang like Mathieu van der Poel at the 2019 World Championships,” they say.

Mathieu van der Poel had an incredible victory at the Tour of Flanders, timing his sprint to perfection. MvdP made his move in the final 300 metres of the race on Sunday, outsprinting the two chasers that had caught up with him and Tadej Pogačar in a nail biter of a finish.

What is it like to be behind the scenes during a cycle race? As a sponsor, we had the pleasure of attending Brugge-De Panne with Team Jumbo-Visma – take a look.