Apollo Tyres‘ Vredestein brand will feature on BEAT Cycling Club’s kit, support vehicle fleet, and official communications platforms.
BEAT Cycling Club “Proud to Partner with Apollo Tyres” – CEO
Vredestein Tyres has officially become the official Domain Partner of the BEAT Cycling Club, a professional cycling club based in the Netherlands, after its parent company, Apollo Tyres, sealed the deal on February 25, 2025.
As BEAT Cycling Club’s official Domain Partner, Vredestein Tyres will feature on the team kit, the support vehicle fleet, and all across communications platforms. The deal will also see Apollo Tyres and BEAT Cycling Club collaborating on the development and testing of Vredestein high-performance bicycle tyres in the future. The two parties will also work on new sustainability and community engagement initiatives.
As an official sponsor, Apollo Tyres, through its Vredestein brand, now has exclusive access to the team and its riders for content creation and events. The Indian-based company also gains a seat on the BEAT Partner Council where key stakeholders work hand in hand for the team’s growth.
BEAT Cycling is a professional cycling club with a community-driven approach. Sustainability is the club’s credo and has been integrated into every aspect of its operations, from eco-friendly travel, using recycled materials for equipment and apparel, to waste reduction initiatives.
Founded in 2017, BEAT has collaborated with various green brands and race organisers, promoting sustainability through educational campaigns, clean-up rides, and other eco-conscious events. For these efforts, BEAT has been awarded with the UCI Sustainability Awards.
“We’re proud to strengthen our partnership with Apollo Tyres and the iconic Vredestein brand,” says Geert Broekhuizen, the CEO of BEAT Cycling Club. “With over a century of innovation in the European bicycle market, Vredestein is the perfect fit for our club, and we’re excited to collaborate on product development to ensure long-term success for both companies.”
Vredestein’s history in the bicycle market and professional cycling can be traced back to 1910 when its first products were introduced. Today, as a part of Apollo Tyres, Vredestein offers a range of high-performance tyres at an accessible price, catering to cyclists from all levels, from daily commuters to elite professionals.
“We’re excited to join the BEAT Cycling Club and support them as they strive for success over the coming years. This sponsorship is a key step in raising awareness of the Vredestein brand across Europe and further establishing our presence in the world of professional cycling,” comments Yves Pouliquen, the Vice President of Commercial at Apollo Tyres Europe.
