Powerbar becomes official technical partner
Since 1 January 2025, the pioneering sports nutrition brand has been providing its expertise and high-quality products to support the performance of the French cycling team's athletes. This partnership marks a new milestone in the history of Powerbar, which revolutionised sports nutrition in 1986 with the invention of the first energy bar. More recently, in 2024, the brand consolidated its leading position with the launch of the Powerbar Black Line, a line of innovative products developed to meet the demands of professional athletes.
Tailor-made nutrition for elite performance
For the 2025 season, Powerbar is providing DECATHLON AG2R LA MONDIALE with a complete range of gels, bars and drinks, specially formulated for high-level cycling. True to its motto «For Athletes, By Athletes», the partnership is part of a close collaboration with athletes to design products that are perfectly suited to the specific needs of professional cyclists. «We are extremely proud to support such a historic and successful team as DECATHLON AG2R LA MONDIALE and to provide the team with optimal nutrition before, during and after races,» says Christian Haft, Marketing Manager for Teams and Partnerships at Powerbar.
A promising partnership
With its experience in major tours, including the Tour de France, Giro d'Italia and Vuelta a España, the DECATHLON AG2R LA MONDIALE team sees considerable potential in this partnership to reach new heights. Nutritionist Julien Louis emphasises: «Good nutrition is a key factor for success in professional cycling. With Powerbar, we now have the inventor of the sports nutrition category at our side and receive products that are perfectly suited to our needs.» This partnership will also give rise to several joint initiatives aimed at raising awareness among fans around the world about the challenges of sports nutrition and the importance of optimal nutrition for performance.
About POWERBAR
Powerbar invented the world's first energy bar in 1986 and has since been considered a pioneer in sports nutrition. Through continuous innovation, uncompromising quality and the application of the latest scientific findings, Powerbar has established itself as the leading brand for athletes worldwide. The company sets standards in the development of performance-oriented nutrition concepts and helps athletes achieve their goals.
