Professional Cycling Gets a “Badass” Rebrand in New Oatly and EF Pro Cycling Campaign

Oatly and EF Pro Cycling have teamed up to showcase the benefits of oats for fuelling and nourishing athletes, creating a new "badass biker gang" called EF Pro Bikers. This group, consisting of top cycling stars, has been attending major races across Europe to provide oat-based refreshments to fans from mobile clubhouses. Oatly's fortified oat drinks are said to be a good choice for cyclists as they offer hydration, essential nutrients, and vitamins.

In addition to the EF Pro Bikers campaign, Oatly is hosting Community Coffee Rides to bring together the global cycling community for group rides and sampling of oat-based drinks. The brand has also partnered with Rapha in the USA to host rides from various locations and provide custom plant-based refreshments and gear for participants. Oatly's financial results for the first quarter of 2025 show profitable growth, and the company has become the first food and drink brand to qualify as a Climate Solutions Company according to the Exponential Roadmap Initiative (ERI) framework.