BEHIND THE LOGOS

Don't know your DSM from your Decathlon, your SD Worx from your Soudal? CW delves into the identities of the companies funding cycling's biggest teams

- Tom Thewlis, Chris Marshall-Bell

If you've been watching professional cycling for years, you'll have found yourself drawn in by the continual changes of colours and names adorning the riders. The lurid, Liquorice Allso ort appearance of the pro peloton is full of surprises each year: what's that new sponsor? What's the company behind the name, how do they make their money, and why are they using cycling to market themselves?

This year is no different. So if you thought that Visma was a breed of dog or wondered how a Saudi Arabian city came to sponsor a cycling team, this feature is for you. Here's the lowdown on those strange names and logos to keep you fully informed as you lie back and lap up the action this summer.

What do they do?

It's possible that your showerhead or bathtub was made by the German company. The firm's top-selling kitchen products include sinks and taps.

Frequently lauded for their stylish and efficient designs, Hansgrohe has more than 2,500 registered patents, has been a world leader in the creation and innovation of "household water systems" for over a century.

Why do they sponsor a team?

Upon extending its co-title sponsorship with Bora - maker of hobs and cooktop extractors in 2018, Hansgrohe stated: "Our primary goal has been to increase global consumer awareness for our premium products. The resulting brand awareness affirms this decision."

Fun fact: Hansgrohe created the first-hand shower with different spray modes.

Best known for: Research found that nine out of 10 consumers agreed that the Raindance Select S was "the best shower of all time"