The Unibet Rose Rockets, a cycling team built on a foundation of online engagement and a unique content-driven approach, will make its Grand Tour debut at the 2026 Giro d’Italia. The invitation comes after a surprising omission from the Tour de France roster, a decision that sparked considerable discussion within the cycling community.
The Dutch-born, French-registered ProTeam, founded by former rider Bas Tietema, has quickly gained a devoted following through its innovative use of social media and behind-the-scenes access. This approach has resonated with fans, and the team’s inclusion in the Corsa Rosa is seen as a validation of its unconventional model.
The Rockets’ roster boasts seasoned veterans capable of contending for stage wins, including sprinter Dylan Groenewegen, climbing specialist Wout Poels, and Victor Lafay. Their presence is expected to inject excitement into the racing throughout May. However, Tietema emphasizes that the team’s impact will extend beyond on-course performance.
“With strong ambitions both on and off the bike, the Rockets aim to contribute to the race with aggressive racing and high-quality content that connects new audiences to the sport,” the team stated. This commitment to fan engagement is central to the Rockets’ identity, and they intend to leverage their digital expertise to broaden the appeal of professional cycling.
The Giro d’Italia organizers, RCS, also extended wild card invitations to long-standing Italian teams Bardiani CSF and Polti-VisitMalta, recognizing their contributions to the sport’s heritage. However, the inclusion of the Unibet Rose Rockets represents a clear signal of RCS’s willingness to embrace new models within professional cycling.
The snub from the Tour de France organizers last month had initially cast a shadow over the team’s Grand Tour aspirations. Tietema expressed his disappointment at the time but vowed to continue pursuing opportunities to compete at the highest level. “There was mass consternation when the team was overlooked by ASO for the Tour de France wildcard,” a report noted, “The squad’s online popularity and strong early-season results had made it seem a certainty.”
Just three weeks after that disappointment, the Giro d’Italia invitation has revitalized the team’s ambitions. Tietema expressed his elation, stating, “We are not going to the Giro d’Italia just to participate: we are going there to compete. Our clear objective is to win a stage, and naturally the first stage stands out.” He highlighted the potential for Groenewegen to contend for the pink jersey on the opening sprint stage, a prospect that has energized the entire team.
The Giro’s Grande Partenza, beginning in Bulgaria on , presents a unique opportunity for Groenewegen to showcase his sprinting prowess and potentially secure an early lead in the general classification. Tietema added, “From day one, we want to be visible, ride offensively and we will be fully committed to making an impact.”
The Unibet Rose Rockets’ journey to the Giro d’Italia underscores the evolving landscape of professional cycling. The team’s success in building a dedicated fanbase through digital platforms has challenged traditional models and demonstrated the potential for increased engagement with a wider audience. Their participation in the Giro d’Italia is not merely a sporting achievement; it’s a testament to the power of innovation and a fan-first approach in a sport steeped in tradition.
The team’s recent string of wild card call-ups, including approvals for participation in the classics like Strade Bianche, Milan-San Remo, the Tour of Flanders, and Paris-Roubaix, further demonstrates their growing recognition within the professional cycling world. The Giro d’Italia, however, represents the pinnacle of this progress, offering the Rockets a platform to compete against the sport’s elite and showcase their unique brand of cycling to a global audience.
