Proximus and Flanders Classics extend their partnership until 2028
With the spring classics season approaching, Proximus and Flanders Classics announce the extension of their partnership through 2028. The two organizations are building on a strong and sustainable relationship that began in 2014 and has become a cornerstone of the Belgian cycling scene. Proximus will also remain a partner of the Tour de Wallonie until 2028.
Flanders Classics organizes several of the most iconic classics on the international calendar, including the Omloop het Nieuwsblad, In Flanders Fields – From Middelkerke to Wevelgem, Dwars door Vlaanderen, the Tour of Flanders, the Scheldeprijs, and De Brabantse Pijl. Flanders Classics can count on support from Proximus through 2028 for the further development of its spring races for men and women.
Cycling fans can once again tune into Proximus Pickx in the coming weeks for exclusive content about various races in the Flanders Classics program, including team presentations, women's races and youth races.
The partnership is reflected not only by a presence along the race routes and on TV, but also through technological innovations that will enhance the race experience. Like last year, the Proximus Fiber KOM (King of the Mountain) adds an extra dimension on decisive climbs in the race. Thanks to live timing, the fastest ascents of the Muur van Geraardsbergen (Omloop het Nieuwsblad), the Kemmelberg (In Flanders Fields – From Middelkerke to Wevelgem) and the Oude Kwaremont (Tour of Flanders) will be given extra exposure.
With our partners, we consciously focus on sustainable relationships built on trust. We think long-term and value partnerships with organizations that are equally committed to forward-looking strategic aspirations. Our ability as both a company and an organizer to continue innovating and making strides that benefit the sport is due in large part to the steadfast relationships we have built with Proximus. We are very proud of this extension and of the fact that the trust is clearly mutual.
Collaboration with the Tour de Wallonie also renewed
In the south of the country, too, Proximus remains in the lead. Its partnership with the Tour de Wallonie will be extended through 2028. Both the five-day Tour de Wallonie stage race in June and the one-day GP de Wallonie in September will continue to benefit from structural support.
For these events, Proximus also brings an innovative touch with the Proximus Radar Section, a "race within a race" held over a one-kilometer stretch in each stage. The rider with the highest average speed will receive a cash prize and a special jersey. In turn, the leader in the intermediate sprint classification will wear the Fiber Jersey.
More than a hundred cycling days a year at Pickx
Through Pickx, Proximus offers cycling fans an extensive range of Belgian and international races, totaling more than one hundred race days per year. Road cycling, cycling, cyclocross, gravel, and track events are all featured with expert commentary, podcasts, and comprehensive coverage across digital channels. Customers with the Pickx Sports TV option (pay-for sports bundle) can enjoy additional cycling events including international events shown on Pickx+ Sports channels throughout the year, such as the Tour of Germany, the Tour of Britain and the Arctic Race of Norway.
Proximus is also committed to making cycling more accessible under the banner "Proximus Presents," with a clear focus on women's cycling in Belgium. Thanks to 4G and 5G network support, more than 20 local races are broadcast live, including the Scheldeprijs, the Brabantse Pijl, and the Baloise Ladies Tour. These races are available not only to Pickx customers but also on livestream for non-customers, contributing to greater visibility for Belgian women's cycling.
Cycling connects people across generations and regions, which fits perfectly with our mission. By investing in innovative applications during cycling races and in high-quality broadcast productions, we demonstrate the strength of our network, enhance the fan experience and contribute to the ongoing development of the sport in Belgium. The extension of our cooperation with Flanders Classics and the Tour de Wallonie until 2028 is therefore the natural continuation of a sustainable strategic partnership.
