© ProShots

The Tietema Rockets: Where Cycling Meets the Creator Economy

What began as a playful YouTube channel has grown into one of the most media-savvy professional cycling teams in the sport today. The Unibet Tietema Rockets, spearheaded by Dutch ex-cyclist Bas Tietema, are redefining what it means to run a modern sports team—by putting storytelling, community, and entertainment at the heart of their strategy.

From Content First, to Competition Second

“We're both a media company and a professional team,” says Tietema, “but in our case, the media side came first.” That distinction matters. Long before the Rockets were racing on the cobbles of Paris-Roubaix, Tietema and co-founders Josse Wester and Devin van der Wiel were building an online fanbase through irreverent, insider cycling content on their Tour de Tietema YouTube channel. Their mix of humor, passion, and raw behind-the-scenes access struck a nerve—reaching hundreds of thousands of fans hungry for authenticity in a traditionally conservative sport.

Fast-forward to 2025, and that online following, dubbed the “purple army,” now rallies behind an official UCI ProTeam with its own buses, branded merchandise, and a presence at some of the world’s biggest races. Even without major victories, the Rockets show up as a crowd-puller—proving that in today’s attention economy, engagement often trumps performance.

Activating the Community, Not Just a Fanbase

The team’s content strategy is rooted in experience and interactivity. When they announced the return of their live fan activation event, “TDT Café,” the newsletter subject line screamed “IT’S BACK!” in all-caps social media speak. That same week, they urged fans to flood a hillside during the Amstel Gold Race, aiming to set a Guinness World Record for crowd noise.

This isn’t your typical race-day callout. It’s a media-driven playbook with purpose—designed to generate virality, deepen loyalty, and amplify the sponsor brand (in this case, Unibet) across digital touchpoints. Their audience spans demographics—from older cycling enthusiasts to fathers bringing their kids—but the core tribe? Digitally native thirty-somethings who might binge model train videos on YouTube just as eagerly as stage recaps from the peloton.

Building a Brand-Driven Ecosystem

Despite having limited race wins to their name, the Tietema Rockets employ 85 people, including a 20-person media team—a headcount that rivals or surpasses some WorldTour teams. Their focus? Creating high-quality, consistent brand narratives through YouTube series, social media, photography, and long-form content like books and behind-the-scenes documentaries.

Their success has drawn the attention of academics like Professor Lieven De Marez (UGent / Imec), who calls it a textbook case of the “personality cult” driving modern media. “We’ve moved from a media landscape built on institutions to one powered by individuals. Tietema isn’t just part of that shift—he’s engineered it.”

Why Sponsors Should Pay Attention

For brands entering the world of sports sponsorship, this case offers a glimpse into the future. It’s not about buying logo space—it’s about plugging into a content engine that generates culture, conversation, and community. The partnership with Unibet isn’t a transactional deal; it’s a shared narrative arc that aligns with the Rockets’ long-term ambition: riding the Tour de France.

In a fragmented media world, where attention is currency and loyalty is fleeting, Tietema believes authenticity is what keeps fans invested. “We don’t just want to flood the internet with content,” he says. “We want to tell a story, inspire people—and yes, entertain them.”

The Bigger Picture

The Tietema Rockets are no longer just a team. They’re a sports media brand disguised as a pro cycling outfit—one that understands that fans are no longer passive viewers, but active participants. Their model challenges sponsors, federations, and rights holders alike to rethink value: not just in terms of podiums, but in impressions, engagement, and cultural relevance.

Because in 2025, racing is only part of the race.

Source: De Tijd