Lotto

Jannie Haek, Managing Director of the National Lottery

Why is cycling so important to Lotto?

Cycling holds a special place in Lotto’s history. Since 1985, our brand has been continuously present in the professional peloton. This is, of course, no coincidence. Cycling is deeply rooted in our country: it is a popular and accessible sport that takes place on roads, in towns and villages, and brings together very different audiences. This sense of proximity is perfectly aligned with what Lotto stands for. Just like the National Lottery, cycling is part of everyday life for many Belgians. It creates shared emotions, brings champions to the fore and allows the public to experience sport up close, alongside the people who practise it. After more than 40 years, this connection between Lotto, cycling and the public remains one of the main reasons for our continued commitment.

Does the partnership still meet your expectations?

Of course, we evaluate every year what our presence in cycling brings to Lotto, particularly in terms of visibility and impact for the brand. But reducing such a long-standing partnership to media value alone would be missing the point. Its strength also lies in the relationship we have built with supporters and in Lotto’s extremely strong roots in Belgian cycling. A sporting season inevitably brings victories, disappointments and unexpected moments. We experience them together with the team. After more than 40 years, our commitment does not depend on the result of a single race or a single season. It is built for the long term.

For more than 40 years, Lotto and the cycling team have moved forward together. What is the secret behind this longevity?

Probably the fact that we have always managed to stay true to our roots while continuing to evolve.

Since 1985, the ambition has remained the same: to enable a team with deep roots in Belgian cycling to compete against the best international teams while giving young talents the opportunity to develop and reach the highest level.

But staying true to your history does not mean standing still. The creation of Lotto-Intermarché in 2026 is another example of this. Two Belgian teams, two histories and two areas of expertise are now coming together in a shared project that combines their strengths and ambitions. For Lotto too, this marks the beginning of a new chapter, without compromising what has defined our identity for more than 40 years.

What makes Lotto-Intermarché unique in your eyes?

There is, of course, its history, but above all the entire ecosystem that has been built around the team.

Lotto has always wanted to contribute to the development of cycling. Today, the project includes a team competing at the highest international level, a women’s team and a development structure that allows young male and female riders to progress towards the highest level. This is an essential dimension for us. A cycling team must deliver results, of course, but it must also prepare for the future, pass on its experience and give tomorrow’s talents an opportunity. This combination of sporting ambition, development, proximity and Belgian roots gives the project a distinctive identity.

And what we are probably most proud of goes beyond the palmarès. Since 1985, Lotto has helped several generations of male and female riders develop, reach the professional level and, in some cases, go on to the very top of world cycling.

Perhaps our greatest achievement lies there: having been present for more than 40 years, through the victories as well as the more challenging moments, and having made a lasting contribution to the history of Belgian cycling. With Lotto-Intermarché, that story continues to be written.