BMC to strengthen its sports marketing efforts, making a new, long overdue, leap into Women's road racing and further increasing their presence in the pro-gravel arena.
As basically all the Women's pro races this year have shown, Women's racing is on a march that won't be stopped or slowed down. It's exciting, it commands attention and it's faster than ever before. And for BMC one thing needed urgent rectification, the presence of BMC bikes.
So, with this in mind, BMC has taken the appropriate and exciting steps to correct this situation, with an official announcement to follow soon. It's about time we saw BMC bikes in both the Men's and Women's Grand Tours.
This excitingly new investment in the pro women's arena will also mean that BMC will now pull back on their investment in XC World Cup team, sadly it means they will shutter up their factory team, which team athletes and staff were aware of since Spring 2026. However, this doesn't mean that BMC will be leaving the XC World Cup circuit all together, as they will continue their sponsorship of, Bike Team Solothurn, a very local to BMC Swiss team which has been an incredibly successful breeding ground for some of the world's best XC riders.
Following this, another bold step in the BMC Sports Marketing efforts will be the increased focus into the off-road racing space, with additional exciting announcements to come.
Off Road Racing
As part of this increased focus and specifically gravel, with race series such as Gravel Earth, Lifetime Grand Prix, Nordic Gravel Series. BMC has further strengthened their investment into off-road athletes. Their new off-road program will look to support athletes more as the professionalization of these disciplines accelerates. With this increased focus BMC will aim to ensure increased presence across the international off road racing stages.
BMC's Head of Sports Marketing, Amaël Moinard: 'Running a factory MTB team has been an incredible journey, filled with memorable victories, strong emotions, and remarkable consistency. We have been fortunate to work alongside world-class athletes and trusted partners whose commitment made this success possible. This strategic shift in focus opens the door to new opportunities and collaborations for 2027, which we look forward to announcing in the coming weeks.'
Tudor Pro Cycling
Tudor Pro Cycling remains BMC's pinnacle pro men's team, and this new shift in focus allows them to pour even more energy and attention to supporting the team and the requirements they depend on from their bike sponsor.
The Future
BMC's shifted sports marketing focus presents incredibly exciting opportunities for the brand, a long awaited wish to be present in the women's pro peloton, and a much improved involvement into the rapidly developing world of gravel and off-road racing. This also means they have the opportunity to reflect on the many years of being at the pinnacle of XC MTB racing, and thank the many partners who have been along for the ride, especially 2026 partners; Shimano, Öhlins, Pirelli, Duke Wheels, Prologo, ABUS, Facom, Motul and Gsport.
2027 is around the corner and BMC is itching to get stuck in across multiple racing pelotons, it's the life blood of a brand that lives by its claim of 'Create Speed.' And they have some incredible Sports Marketing announcements to follow soon...
