Oatmilk company Oatly has entered into a multi-year sponsorship of EF Pro Cycling.

As part of the partnership, Oatly will become an official performance partner of the EF Pro men’s and women’s teams and the official worldwide co-title sponsor of the women’s team, now known as EF-Oatly-Cannondale.

“One of our key objectives is to bring the Oatly magic to more people and this partnership with EF Pro Cycling is certainly geared towards that,” said John Schoolcraft, chief creative officer at Oatly. “We’re excited to show the world how dairy-free products can be an integral part of professional athlete and non-athlete diets alike.”

Details of the sponsorship include:

• Training camp naming rights: EF Pro Cycling’s training camps will now be known as Oatly Performance Camps, creating collaboration opportunities for research and meal-planning to incorporate Oatly’s dairy-free products into athletes’ diets.
• Prominent logo placements: Oatly’s logo will appear on team uniforms worn while racing and training, and across several EF Pro Cycling properties, including team cars, buses, trucks, chef and soigneur vans.
• Event-specific activations and integrations: Oatly and EF Pro Cycling will partner to deliver dairy-free fan activations in key markets, hospitality programs, post-event parties, and rider-specific events.
• Content development: Both organizations will collaborate on a regular series of video, website, and social media projects highlighting the partnership and spotlighting cyclists’ use of Oatly products.

“We’re excited to welcome Oatly into our family of partners, and we look forward to working with them in a variety of ways,” said Jonathan Vaughters, CEO of EF Pro Cycling. “Oatly is an innovative and irreverent brand whose products are already used by several of our riders, and they’re a perfect match to what we’re trying to inject into the sport. We’ve already begun working on some great things together and can’t wait for people to see them.”

Oatly makes a range of oat-based, non-dairy milk alternatives that offer the same creamy taste, frothy feel, and functionality as cow’s milk while generally having a lower environmental impact. Oatly’s fortified drinks include fibrous oats and, in most markets, also contain a variety of beneficial vitamins and minerals.

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