Shine by Cegid Becomes Official Partner of the Decathlon CMA CGM Cycling Team

The five-year agreement, signed with the support of SPORTFIVE, the international sports marketing agency that will also support the brand’s activation programme, is among the longest partnerships ever signed by a fintech company in professional sport. It reflects Shine by Cegid’s ambition to establish a lasting presence in the world of cycling.

Through this partnership, Shine by Cegid reinforces its commitment to a universe that mirrors its identity – one defined by movement, teamwork, innovation and ambition.

While cycling is now one of the most technologically advanced sports in the world, it remains, above all, a profoundly human endeavour. Behind every victory, every stage and every performance stand teammates, mechanics, sports directors, analysts, partners and loved ones - men and women whose collective efforts make extraordinary achievements possible.

Behind every growing business, every independent professional starting out, and every project gaining momentum, there is a collective working together to transform ambition into long-term success. Accountants, clients, partners, employees, mentors and loved ones each play a vital role in helping projects move forward.

As in elite sport, performance is built on trust, coordination and the expertise of people working together towards a common goal. Entrepreneurs build and grow their businesses. Accountants support them in their decisions, help them plan ahead, secure sustainable development and contribute every day to their success. It is this shared vision of teamwork and performance that Shine by Cegid and Decathlon CMA CGM now aim to bring to life together.

“At Shine by Cegid, we believe that no one succeeds alone. Behind every successful entrepreneur, there are always people helping them move forward. Cycling tells this story better than any other sport, which is what makes this partnership feel especially natural for us,” said Rico Adlor-Andersen, CEO of Shine by Cegid.

Dominique Serieys, Managing Director of France Cyclisme, added: “The arrival of Shine by Cegid as an Official Partner perfectly reflects our shared vision of collective performance and marks a new milestone in the development of our project. We share the same determination to continuously improve and pursue excellence in everything we do. Performance is built day by day through the commitment of everyone involved, from the staff to the riders. We are delighted to join forces with a partner that embodies these values.”

As part of the partnership, Shine by Cegid will benefit from prominent visibility on the team’s kit during major races on the international calendar, including the Tour de France, La Vuelta and the Tour of Lombardy. In parallel, the brand will roll out a season-long activation programme dedicated to its community of entrepreneurs and accountants. This will include immersive experiences within the team, opportunities to meet riders and staff, exclusive content focused on performance, innovation and entrepreneurship, cycling events and community rides, as well as engagement and reward initiatives throughout the season.

Through this long-term partnership, Shine by Cegid aims to make cycling a key pillar of its brand platform, providing a new lens through which to tell stories of entrepreneurship, innovation and, above all, the people behind every success.