Sealant and adhesives manufacturer Soudal has joined forces with the Belgian National Lottery to sponsor the Belgian cycling team until 2020.
The name Lotto-Soudal will adorn the jerseys of Marc Sergeant's cycling team as chief sponsors for at least the next six years.
For Soudal this sponsorship forms part of the company's strategy to increase its brand recognition through selected sport sponsorships.
This strategy first took hold in 2010 when Soudal sponsored the Belgian premier league team KvC Westerlo.
In 2013, the Soudal logo featured on the Lotto-Belisol outfits worn by the Belgian cycling team during the Tour De France, and in 2014 Soudal became a full co-sponsor of Lotto-Belisol.
Founder and chairman of Soudal, Vic Swerts, said: "Soudal is active globally in more than 130 countries, with branches in 44 countries covering all continents.
"Cycling too has become a global sport and is hugely popular in many countries in which Soudal operates.
"The highly positive feedback regarding our cooperation with Lotto-Belisol over the past few years has induced our decision to take the next step, which will certainly help us to increase awareness of the Soudal brand amongst users of our products: private handymen and professional craftsmen worldwide."