Deceuninck (phonetically pronounced: duh-co-nink in English) is a family-owned Belgian window company. The firm is one of the biggest makers of plastic-framed windows and doors in Europe. The company has 4,000 customers in 90 countries, and became the main sponsor of the team known as the “Wolfpack” on 1st of January, 2019. “This sponsorship is a breakthrough, which will lead to a series of marketing campaigns that symbolise our passions for innovation, ecology and design,” said Jérôme de Bruycker, Marketing Manager Europe, when the deal was sealed. As a result of its ‘circular’ approach to business, Deceuninck is also the biggest recycler of PVC in the Benelux—it recycles 20,000 tonnes of hard PVC per year. The company likely has a big cultural link with cycling, as the Deceuninck family is based in Hooglede-Gist in West Flanders, in the thick of cycling country.