That in Denmark passion and interest in cycling are very strong is no longer a secret. Among established road cyclists (Mads Pedersen, Jonas Vingegaard and Mattias Skjelmose to name just a few), prominent figures in gravel racing (Mads Würtz Schmidt) and the highly-decorated track cycling school, the country of Frederick X is indeed experiencing a sort of golden age when it comes to two-wheeled sports, a sector where today, therefore, one should no longer be surprised by the numbers of active registered cyclists and news of companies that, with increasing frequency, have chosen and continue to choose to invest in cycling.

Among these, the latest to enter (or re-enter) the scene with their resources have been the renowned (in Scandinavian territory) energy drink Faxe Kondi and an old acquaintance of cycling enthusiasts like Saxo Bank.

The first, produced by Royal Unibrew (the company that owns the Lemonsoda brand in Italy) and previously known for sponsoring the top Danish football league, has decided to stand alongside the ambitious Uno-X Mobility, entering into a "cross-border partnership" that will see the team of Thor Hushovd wearing, starting from Saturday's Omloop, a kit bearing the colorful Faxe Kondi logo on the sleeves.

"For over 50 years, Faxe Kondi has been deeply rooted in both grassroots and elite sport as well as in the sense of community that thrives every day in clubs" commented Niels Jørgensen, Sponsorship and Activation Manager at Royal Unibrew. "We therefore believe there is a perfect fit with Uno-X Mobility, a team where team spirit and unity are among the key elements that will help the squad achieve many important victories in the years to come. We look forward to contributing and being part of this journey".

A journey that Uno-X, remaining faithful to its own philosophy, will be able to face with this latest addition, strengthened by the overall support of three Danish-flagged entities such as Fusion Sportswear, GripGrab and indeed Faxe Kondi which, united with others of Scandinavian origin, make the orange-red team a true sporting unit capable of bringing together forces and finances from every corner of Northern Europe.

By contrast, Saxo Bank (which many will remember as the main sponsor of the team that between 2009 and 2013 accumulated 111 victories with champions of the caliber of Andy Schleck, Alberto Contador and Fabian Cancellara) has opted to move further south by supporting the Dutch BEAT Cycling Club, a Continental team that from the first commitments of next week will race under the name BEAT powered by Saxo.

The entry is, of course, far from irrelevant for the small team of Geert Broekhuizen (previously on the staff of both Team DSM and Quick-Step): this, after having kept itself alive and financed since 2017 the multidisciplinary activity of the "first team" mainly through membership fees paid by members who over the years decided to affiliate in exchange for discounts on equipment, technical assistance during their races and access to an exclusive online platform rich in useful tailor-made content for them (a model not too dissimilar to the Swatt Club if you will), will now be able to count on solid and substantial support to guarantee the project continuity in the coming years.

All thanks to the vision of a Danish sponsor who, like everyone at BEAT, "believes in building and long-term investment" fueling the dreams of a team that, managing itself "with vision and courage" has demonstrated that it is possible to "forge partnerships of significance" attracting investors even beyond national borders, in lands where capital and willingness to invest in cycling certainly do not lack.

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