For an American watching European cyclocross, the sponsors, teams, and advertisers can be a little bit unfamiliar. You won't see "Team Ford Motor Company" on a jersey or a banner for "Chipotle" at the side of the course.
So who are all those sponsors anyway? You probably know who "Trek" or "Shimano" is, but what's a "Pauwels Sauzen?" Let's take a look at some of the team names and advertisers you're like to see when streaming cyclocross or watching on TV.
Who are the cyclocross sponsors?
777 - is an online casino and sportsbook.
AA Drink - an energy drink supplier, commonly associated with the Crelan-AA Drink team Sven Nys rode for near the end of his career.
Alpecin manufactures caffeinated shampoo, marketed toward men, which promises to reduce hair loss.
Assa Abloy is a builder of doors, locks, and access gates and digital access control keycards.
Baloise - a Swiss insurance company and partner of the former team Telenet Baloise Lions, recently re-named as Baloise Trek as Telenet ends their sponsorship of the team.
Bingoal - Europe has more relaxed attitudes toward betting on sports. Bingoal allows you to bet on cyclocross, football (soccer) and so on from your computer.
Blåkläder makes workwear like utility pants, jackets, vests, overalls and so on.
Circus - yet another online casino.
Corendon is an online travel agency.
DVV Verzekeringen is an insurance firm offering auto and life insurance. Previously was the title sponsor of the DVV Trofee, which is now known as the X²O Badkamers Trophy, same series, new sponsor.
Ethias is a life insurance provider and sponsor of Ethias Cross, a season-long series like the Superprestige.
Fenix is a manufacturer that makes surfaces for construction, like flooring, countertops.
Fidea - yet another insurance provider. Insurance firms seem to be attracted to cyclocross like bees to honey!
Fristads - like Blåkläder, Fristads makes workwear - coveralls, tool belts, etc. for tradespeople and construction.
Het Laatste Nieuws - Belgium's most popular newspaper. "Het" = the, "laatste" = last or final, "Nieuws" = News.
Het Nieuwsblad, another newspaper, literally, "the news sheet" (of paper).
Jupiler - Had to put at least one Belgian beer on the list. Jupiler is Belgium's top-selling beer, but I don't know if that means it's good (it's owned by Anheuser-Busch InBev these days.)
Jumbo Visma - current team of Wout van Aert, and recently added Marianne Vos. Jumbo is a supermarket chain in Belgium and the Netherlands; while Visma sells business software "in the cloud".
Pauwels Sauzen sells condiments - like mayonnaise for your frites, curry, and mustard.
Sunweb - a Dutch travel agency.
Telenet - Belgian internet service provider. Telenet recently ended sponsorship of the Lions cyclocross team.
Tormans, a staffing and employment agency.
Toyo - Toyo makes automotive tires. Strangely, no bicycle tires in the line-up...
X²O Badkamers - is a provider of bathroom fixtures and furnishings.
Willy Naessens - a real estate developer who builds industrial buildings.
Now you know a little bit more about what's being advertised on those jerseys and banners. Did I leave out your favorite? Let me know so I can add it.