ATLAS is the main partner of the Telenet Superprestige cyclo-cross series

Our new partnership began on 6 October 2026: we are the main partner of the Telenet Superprestige cyclo-cross series. Cyclo-cross is hugely popular in Belgium and brings many people together. For us, the race series therefore offers a great opportunity to showcase ATLAS at a sporting event of great regional significance and to further strengthen our brand in Belgium.

We’ll be present at the eight races in Belgium with perimeter advertising and a promotional stand. There, visitors can find out more about our brand and our products first-hand. In addition, the track and safety team are kitted out with ATLAS safety footwear. This means our products are not only visible around the races, but also in practical use by the track and safety team.

“Cyclocross is almost a national sport in Belgium and brings lots of people together – so for ATLAS, it’s a special experience to be part of the races,” says Dana Krohn, Director of Strategic Sales. She will be there in person for the first race on 25 October 2026.

We’re looking forward to exciting races and plenty of conversations at the race venues.