The whispers had been circulating on social media for months. Still, the official confirmation that ASSOS of Switzerland will become EF Pro Cycling’s technical apparel partner marks more than just another sponsorship announcement. It signals a strategic alignment between two brands that thrive on doing things differently.

ASSOS enters the partnership with nearly five decades of experience shaping what performance cycling apparel looks and feels like. EF Pro Cycling, meanwhile, has built a reputation as the most culturally distinctive team in the WorldTour; bold in racing, unapologetic in aesthetics, and increasingly influential beyond results alone.

The multi-year deal spans EF’s men’s, women’s, and development teams, underlining ASSOS’ intent to invest across the whole performance pathway. According to the brand, this is not about supplying kit off the shelf, but about embedding itself in the team’s performance ecosystem.

Perspectives on the deal

For ASSOS, EF Pro Cycling offers a unique testing ground, allowing the Swiss brand to stress-test materials, construction techniques, and fit philosophies at the very highest level, then feed those learnings back into its wider product range. Historically, ASSOS has used professional racing as a laboratory, with Tudor Pro Cycling being the last team sponsored by the clothing brand. The new partnership looks set to double down on that model.

From EF’s perspective, the attraction is clear. The team gains access to a rider-first clothing brand known for obsessive attention to detail. EF Pro Cycling founder and CEO Jonathan Vaughters has been open about his long personal relationship with ASSOS products, describing the brand as a benchmark for technical excellence.

Jersey design

The 2026 kit itself reflects the shared philosophy. Inspired by themes of exploration and discovery, it evolves EF’s already unmistakable visual identity rather than reinventing it. ASSOS emphasises that colour, materials, and construction choices have been treated as functional components, each serving a specific performance role.

There is no information about it, but aware that ASSOS turns 50 in 2026 and that EF Pro Cycling is forced to use an alternative jersey design for the Giro d’Italia due to its similarity to the leader’s jersey, we expect something striking for the first Grand Tour of the year.