Founded by ex-cyclist and YouTuber Bas Tietema, alongside co-creators Josse Wester and Devin van der Wiel, the Unibet Tietema Rockets grew out of their YouTube channel Tour de Tietema.

Now a UCI ProTeam, they’re shaking up a sport that has often prioritised sponsors over supporters.

• In 2025, they’ve already picked up wins at Cholet Agglo Tour and Paris-Camembert, are ranked 25th in the UCI standings, and have their sights set on the Tour de France within three years.

• Before signing a single rider, they built a loyal audience with viral stunts like handing out pizzas at the Tour de France or climbing Alpe d’Huez on a kid’s bike — regularly attracting 200K–600K viewers per video, in Dutch.

• While most teams rebrand every few years with new title sponsors, the Rockets are building a franchise-first identity: consistent visuals, long-term storytelling, and a monthly behind-the-scenes series, We Are The Rockets.

• They’re also innovating off the road, from ultras-style fan sections and fan buses to Roubaix, to football-inspired merch drops that drive real-world engagement.

Why It Matters:

The Tour de France ranks among the world’s most-watched sporting events, yet few cycling teams have turned that exposure into long-term fandom.

The Rockets are flipping the model: community first, then team. Their approach offers a blueprint for how identity, consistency, and storytelling can build lasting value in a sport where teams often serve as little more than vehicles for short-term sponsorship.

As strategic board member (and Sports Pundit member) Benjamin Abitbol put it: