On January 1, 2023, the cycling team formerly known as TDT - Unibet Cycling Team, took on its new identity as the Unibet Tietema Rockets. This decisive shift marks not just a change of name but also a complete rebranding aimed at extending their appeal and recognition internationally.
Team founder Bas Tietema, alongside his co-founders Devin van der Wiel and Josse Wester, articulated the team’s vision during the announcement, marking the occasion through a YouTube video. Tietema remarked, "We have made a drastic decision. We are going to do something unprecedented in cycling." The choice of the name ‘the Rockets’ was underscored as part of their strategic move to secure lasting fan engagement and consistency.
It's common practice for pro cycling teams to see numerous identity shifts with new sponsors, often changing colors and names. Tietema explained, "It’s difficult to build an identity people can understand when we continue to change our name and colors." Therefore, the team aims for stability with consistent colors and the enduring name of 'the Rockets'.
Van der Wiel elaborated on the origin of the name, crediting it to former Tour de France stage winner Rob Harmeling, who dubbed their colorful bike as 'the Rocket.' This nickname has evolved within the team's culture, where "to Rocket" symbolizes going full speed together as a collective.
Along with the name change, the team is adjusting its communication style. With ambitions set on international racing, English will be the primary language throughout their social media and during races. Van der Wiel emphasized, "We want the whole world to follow the story of 'the Rockets.'" These steps are not just superficial; they represent larger ambitions to participate on the world stage, particularly aiming for events like the Tour de France.
With the rebranding came fresh visuals as well. The social media accounts and YouTube channels have been revamped to reflect their new identity with updated colors and logos. Their new image is not just cosmetic, as they hope to build significant momentum as they transition to compete at higher levels.
Last year, the team started as a Continental Cycling Team, primarily established through their popular YouTube channel. They quickly gained traction, highlighted by milestones such as participating in the revered Amstel Gold Race. "But we see this as just the beginning. We dream of the Tour de France," Tietema affirmed. Their aspirations are lofty, indicating they foresee themselves making strides to not only enter the competition but potentially win it.
The team’s ethos remains dedicated to its supporters. Tietema stressed, "Everything we do is for our fans." He highlighted how the team is focused on cultivating a recognizable presence, believing their distinct identity will resonate with and attract more followers. With consistent branding, they foresee establishing themselves as familiar figures within the cycling community.
Riding under the French license – trading their Dutch registration – is part of their strategic goal, drawing closer to the heart of European cycling, especially as they target inclusion and visibility at the Tour de France. By solidifying their base outside of the Netherlands, they aim for greater leverage to captivate both local and international audiences.
The Unibet Tietema Rockets now exist not merely as a cycling team but as aspirants of greatness within the global arena. The shift from TDT was not only seen as practical but necessary, as they chart their path toward becoming household names within professional cycling.
By focusing on the story behind their name and the mission to unify fans around their goals, the Rockets exhibit vigor and dedication. Their progression is closely tied to fan interaction; every step of their transformation will be visible to those who support them.
With expectations of entering more WorldTour events and bolstering their organizational structure, Tietema, van der Wiel, and Wester promise busy months filled with significant announcements, as they gear up for what lies ahead. "We aim to share our journeys with our fans, and hope to announce our first wildcard soon for competing at the highest levels," Tietema stated. This ambition serves as both aspiration and declaration: the Rockets are here to stay.