Team Novo Nordisk

What Team Novo Nordisk does

Team Novo Nordisk, Inc. is a privately-held professional cycling organization headquartered in Atlanta, United States, operating as the world's first and only all-diabetes professional cycling team. All athletes on the Pro Team and Development Team compete while living with Type 1 diabetes, racing at the UCI ProSeries and UCI Continental levels across Europe, North America, and Asia. The organization was co-founded by Phil Southerland in 2006 (originally as Team Type 1) and entered its current partnership with Novo Nordisk, the global diabetes care pharmaceutical company, in 2012; the title sponsorship was extended in November 2025 through 2031.

The team's offerings span a vertically integrated ecosystem: a 20-rider Pro Team (7 nationalities), a 10-athlete Development Team (8 nationalities), a Talent ID pipeline recruiting Type 1 diabetic cyclists aged 15-18 globally, an Ambassador Program featuring elite and para-athletes across multiple sports, a Research Program generating peer-reviewed publications on diabetes and exercise, and a THRIVE education platform including a cookbook. The team also produces a podcast, an e-commerce merchandise store, and a fan club membership program, with race-day content amplified through the "Fan of the Race" community initiative.

The business model is sponsorship-led: title sponsorship from Novo Nordisk provides primary financial support, supplemented by equipment and service sponsors (Argon 18, Shimano, Wahoo, Santic, Vittoria, TrainingPeaks, Maurten, Selle San Marco, Deda Elementi, Ekoi, Gaciron, Finish Line USA, Solutions Travel) that provide a mix of in-kind and cash contributions. Ancillary revenue streams include merchandise sales, fan club subscriptions, and education content (cookbook, training resources). The team functions operationally as Novo Nordisk's corporate social responsibility and brand advocacy vehicle, using elite sports performance to demonstrate that people with Type 1 diabetes can compete at the highest levels of professional athletics, while generating educational content for the global diabetes community.

Name

Team Novo Nordisk

Legal name

Team Novo Nordisk, Inc.

Website

https://teamnovonordisk.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

51–100 employees

Short description

Team Novo Nordisk is a privately-held professional cycling organization operating the world's first all-diabetes pro cycling team, fielding 20 Pro Team riders and 10 Development Team athletes — all with Type 1 diabetes — in UCI races across Europe, North America, and Asia, title-sponsored by Novo Nordisk through 2031 to advance diabetes awareness and education.

Ownership category

akta.pro rank

Product category

Professional Cycling Team

NAICS

Sports Teams and Clubs (711211)

akta.pro primary industry

Individual-Sport Clubs & Teams (Cycling Teams, Athletics/Track Clubs, Swimming Clubs, etc.) (MPAKABAD)

akta.pro secondary industries

Cycling Events (Road Races, Gran Fondos, Sportives) (MPAKAIAC), Youth Athlete Development & Long-Term Athlete Development (LTAD) (HSADAEAE), Sports Fundraising & Development Services (Foundations, NIL Collectives Support) (MPAKAKAK)

Keywords

• Professional cycling team
• Diabetes advocacy
• Athlete development
• Diabetes education
• Sports sponsorship

Headquarters

HQ city

Atlanta

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain, Infrastructure

Revenue model

1. Sponsorship and Partnership Revenue: The team's primary revenue comes from corporate sponsors who pay for brand visibility on team kits, equipment, and race presence. Title sponsor Novo Nordisk provides long-term financial backing (partnership extended to 2031). Equipment sponsors (Argon 18, Shimano, Vittoria, Wahoo, Santic, etc.) provide in-kind and financial support. Additional sponsors include TrainingPeaks, Maurten, Selle San Marco, Deda Elementi, Ekoi, Gaciron, Finish Line USA, Solutions Travel, and others.
2. Merchandise and E-Commerce Sales: The team operates an e-commerce shop selling team merchandise (kits, apparel, accessories) directly to fans and supporters worldwide.
3. Fan Club Membership: The team operates a fan club offering exclusive benefits including members-only content, early access to giveaways, newsletters, and Q&A opportunities with team members, generating recurring subscription-style revenue from engaged supporters.
4. Education and Research Content: The team monetizes its research and education mission through cookbook sales and potentially paid educational resources, leveraging the unique data generated by professional athletes managing Type 1 diabetes.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels9 records

Core offering

Team Novo Nordisk operates the world's first professional cycling team composed entirely of athletes living with Type 1 diabetes, competing in UCI ProSeries and Continental races globally. Beyond elite racing, the organization runs a multi-tiered development pipeline (Development Team, Talent ID), a diabetes research and education program (THRIVE), a Fan Club, an e-commerce merchandise store, a podcast, and a corporate sponsorship program—all oriented around its mission to inspire, educate, and empower people affected by diabetes.

Product overview

Team Novo Nordisk operates as the world's first all-diabetes professional cycling team, organized as a multi-tiered athlete development and advocacy organization. The core offering consists of the Pro Team competing in UCI ProSeries, supported by a Development Team (UCI Continental), and a Talent Pipeline (Talent ID program) for youth athletes aged 15-18. Additional offerings include an Ambassador Program featuring elite athletes across multiple sports, a Research Program collecting physiological and diabetes management data, the THRIVE Diabetes Education platform with educational content and a cookbook, the Team Novo Nordisk Podcast for diabetes and cycling education, a Fan Club membership program, an E-Shop for merchandise, and the Fan of the Race initiative. The organization functions as both a competitive sports team and a diabetes advocacy platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Pro Cycling Team The world's first all-Type-1-diabetes professional cycling team competing in UCI ProSeries races globally, featuring 20 pro riders from 7 nationalities. The team races in major events including Milan-Sanremo, Tour of Denmark, Tour of Slovenia, and others across Europe, North America, and Asia.
• Development Cycling Team A UCI Continental team of 10 athletes from 8 countries that races globally to develop young riders with type 1 diabetes for progression to the Pro Cycling Team.
• Talent ID Pipeline Annual talent identification program offering virtual and in-person camps to discover and recruit cyclists aged 15-18 living with type 1 diabetes for the Development Team and Pro Team pipeline.
• Ambassador Program A program featuring elite and former professional athletes from various sports who represent the team's mission to inspire, educate and empower everyone affected by diabetes globally at conferences and events.
• Diabetes Research Program Evidence-based research program that collects quantitative data including continuous glucose monitoring, insulin dosing, in-ride nutrition, heart rate, energy expenditure, power metrics, and race characteristics from professional athletes managing type 1 diabetes, producing peer-reviewed research and educational content.
• THRIVE Diabetes Education Diabetes education platform providing insights on exercise and performance for people living with diabetes, including a cookbook for purchase and free educational resources for managing diabetes while training.
• Team Novo Nordisk Podcast Podcast series with 17+ episodes covering diabetes management in elite sport, athlete journeys, research insights, and personal stories from the team's athletes, ambassadors, and medical staff.
• Fan Club Membership Recurring subscription membership program offering exclusive benefits to diabetes community supporters, including members-only content, early access to giveaways, newsletters, and Q&A opportunities with team members.
• E-Shop Merchandise Direct-to-consumer e-commerce storefront (shop.teamnovonordisk.com) selling team merchandise, kits, apparel, and accessories to fans and supporters worldwide.
• Corporate Sponsorship Packages B2B sponsorship offerings for companies seeking brand visibility and purpose-driven alignment with the diabetes community, including title sponsorship, equipment, apparel, components, nutrition, and travel sponsorships.
• Fan of the Race Program Race-day community program that selects one person living with diabetes per race to be the inspirational fan for the team, creating direct community engagement and personal stories that drive social sharing.

Quantifiable outcome

• Three podium finishes in 2023; best season ever in 2025 with 2 podiums and a Team classification win
• +3 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

16 partnerships are on record, tiered flagship/title, core, supporting and minor.

• Novo Nordiskflagship/titleStrategic or Co-development Partner · 14 November 2025Novo Nordisk is the title sponsor and primary strategic partner of Team Novo Nordisk. The partnership began in 2012 and was extended in November 2025 for five additional years until 2031. Novo Nordisk supports the world's first all-diabetes professional cycling team to change perceptions of diabetes and inspire healthier lifestyles through sport and education. Backed by more than 70,000 Novo Nordisk employees worldwide.
• Argon 18coreOthersArgon 18 is a bicycle manufacturer that provides the team's bikes. The company logo appears prominently on the team's partner page and website footer.
• SanticcoreOthersSantic provides cycling apparel and kit for the team.
• ShimanocoreOthersShimano provides bicycle components and drivetrain equipment for the team.
• VittoriacoreOthersVittoria provides tires for the team's bicycles.
• WahoocoreTechnology or IntegrationWahoo provides cycling electronics and GPS devices for the team.
• TrainingPeakssupportingTechnology or IntegrationTrainingPeaks provides training software and analytics platform for the team's athlete training management.
• MaurtensupportingOthersMaurten provides sports nutrition products for the team.
• Selle San MarcosupportingOthersSelle San Marco provides bicycle saddles for the team.
• Deda ElementisupportingOthersDeda Elementi provides bicycle components (handlebars, stems) for the team.
• EkoiminorOthersEkoi provides helmets and goggles for the team.
• GacironminorOthersGaciron provides bicycle lights for the team.
• Finish Line USAminorOthersFinish Line USA provides bicycle lubricants and maintenance products for the team.
• Solutions Travel (Spotnana)supportingOthersSolutions Travel provides travel and logistics services for the team, powered by Spotnana.
• Team Type 1coreStrategic or Co-development PartnerTeam Type 1 is listed as a partner of Team Novo Nordisk. The team was originally founded with this name before the Novo Nordisk partnership.
• World Diabetes FoundationsupportingStrategic or Co-development PartnerWorld Diabetes Foundation and Team Novo Nordisk launched a lottery to support children with Type 1 diabetes in Georgia, demonstrating collaborative efforts in diabetes advocacy and support.

Scale indicators7 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• JDRF (Breakthrough T1D): Largest global Type 1 diabetes research and advocacy organization. Comparable as a mission-driven T1D advocacy platform, though operating through research funding and policy rather than elite sport.

Emerging players

• Beyond Type 1: Global diabetes nonprofit focused on education, community, and advocacy for people living with Type 1 diabetes. Closely overlaps with Team Novo Nordisk's THRIVE education platform and diabetes-community engagement mission.

Others

• Special Olympics: Global sports organization using elite competition as a platform to change perceptions of people with intellectual disabilities. Analogous mission-driven sports model—using athletic performance to shift public attitudes toward a stigmatized population.
• Right to Play: Global organization using sport and play for health and education outcomes in underserved communities. Comparable cause-marketing sports model where athletic activity is the vehicle for a health/education mission.

Direct peers

• Q36.5 Pro Cycling Team: UCI ProTeam built by an apparel sponsor (Q36.5) with a similar grassroots-to-ProTeam growth trajectory and single-brand-driven identity. Comparable in scale, sponsorship structure, and tier within the UCI pyramid.
• Team DSM (Team dsm-firmenich PostNL): UCI WorldTour team with a strong health-and-performance brand identity (DSM was a nutrition/health company). Comparable in using elite cycling as a purpose-driven platform tied to a health/nutrition narrative, though at a higher competitive tier.
• Lotto-DSTNY: Belgian UCI ProTeam with a multi-sponsor model and similar tier of European race calendar participation. Direct comparable in race-program scope and partner ecosystem size.
• Uno-X Pro Cycling Team: Norwegian UCI ProTeam with a corporate-anchored sponsorship model and a development pipeline parallel to Team Novo Nordisk's structure. Similar in operating a ProTeam plus development program under one umbrella brand.
• Tudor Pro Cycling Team: UCI ProTeam sponsored by a single corporate backer (Tudor watches), built around a long-term project to grow into WorldTour status. Structurally similar to Team Novo Nordisk in that both rely heavily on one title partner and pursue gradual tier-up via the ProTeam pathway.
• Israel-Premier Tech: UCI ProSeries/WorldTour team with a similar mission-driven, corporate-sponsored profile. Both teams leverage a national/cause-driven narrative, multiple non-cycling partners, and operate at ProTeam tier with ambitions of Grand Tour participation.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/teamnovonordisk
• YouTubeyoutube.com/teamnovonordisk
• Instagraminstagram.com/teamnovonordisk
• Facebookfacebook.com/TeamNovoNordisk
• LinkedInlinkedin.com/company/team-novo-nordisk

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Team Novo Nordisk