Tom Hill: the INEOS Grenadiers CCO on how he signed a €100m AI sponsorship

As of the start of the 2026 Giro d’Italia this weekend, the INEOS Grenadiers cycling team will be known as Netcompany-INEOS.Last week, the team - one of the most successful in elite road cycling - announced a new sponsorship deal with Danish tech and AI firm Netcompany.INEOS, team owner Sir Jim Ratcliffe’s giant chemicals company, had yielded the main naming position for a deal reported as worth €100m over five years.At the centre of deal - one of the biggest in the pro peloton - is Tom Hill. He joined the team as CCO in 2024 having previously held commercial leadership positions at World Rugby and Manchester United amongst others.Hill joins us on the podcast this week to detail the work that went into signing Netcompany; to articulate the valuable USPs - and unique challenges - that cycling has as a sponsorship proposition; and to evaluate the cycling ecosystem as a whole and ask ‘is there a better way?’