Pro cycling's latest sportswashing scandal is underway...
The WorldTour team this morning announced the Royal Commission for AlUla (RCU) is stepping up from official partner to second naming rights partner on a two-year deal.
So who are AlUla and why is its tourist board stepping into cycling?
The area of Saudi Arabia is, according to the press release, a "boutique heritage and culture destination in Northwest Saudi Arabia" that "hopes to introduce the stunning landscape of ancient civilizations to millions of cycling and sports fans around the world".
"Over the past years the region has developed to establish a strong connection with sport, having hosted a variety of events, including the UCI 2.1 Saudi Tour in February 2022."
In Phillip Jones, the Chief Management & Marketing Officer of Alula's words: "Over the last few years, we have started to become known as an unchartered, intriguing destination for curious travellers and we feel this partnership with Team Jayco AlUla is an important part of our strategy and success.
"We love working with the passionate team, both those competing and those facilitating, and we love the alignment of the two brands as we continue to develop AlUla into a world-leading example of responsible and sustainable tourism.
"Cycling is a big part of our vision for the future of AlUla with natural assets of stunning sandstone mountains, volcanic plateaus and an oasis with long winding roads running through it all. We are excited to be hosting the inaugural cycling camp in AlUla directly after the Saudi Tour 2023 where the cyclists will have a chance to engage and inspire the next generation.
"We've been cheering the team on and encouraging more fans across the region, and we look forward to more success on and off the road for Team Jayco AlUla."
Brent Copeland, team manager, added: "We had the great pleasure of visiting AlUla in February for the Saudi Tour, and we were blown away with the spectacle that it was. Next year as we grow our partnership, we will have a cycling camp in AlUla to encourage the local community to be engaged with the sport, to inspire new generations for an active lifestyle and to help them dream of becoming the champions of the future."
Needless to say the sponsorship has raised some eyebrows...
Perhaps most interestingly though, yes, the change applies to the women's team too...