Peter Sagan's allegiance to Sportful has solidified, as the three-time world champion has signed a unique new 10-year partnership with the Italian apparel brand.

Sagan has been racing in Sportful kits since signing with Tinkoff Saxo in 2015. The company began supplying Bora Hansgrohe when Sagan joined the German team in 2017 and will do the same when he moves to Total Energies in 2022.

In addition to winning big international races wearing Sportful's kits, Sagan also launched a clothing line in 2018, with Peter Sagan's branding on race kits and casual wear.

Over the years, his relationship with Sportful owner Dario Cremonese has strengthened, and this weekend he signed a new long-term contract as brand ambassador.

"I am very happy and proud to remain a part of the Sportful family. The relationship that has been built in recent years with the Cremonese family, especially with Dario and Alessio, is special and unique to me beyond sport and sporting results," Sagan said. [The company has always believed in me. I am confident that in the next 10 years we will enjoy more together than ever before."

Sagan will be 42 years old when his contract expires, by which time he will likely have hung up his racing wheels. Personal sponsorship deals are common among cycling's top stars, but none feature such a long-term commitment.

"My relationship with Peter has always been human, then professional," Dario Cremonese said.

"Linking with him is important, but it is a completely natural step for those who know what Peter's relationship is with the company.

"It is always a pleasure to welcome him into our midst, and I know that we will be able to do so over the next 10 years, along with many other initiatives. It is a pride and a privilege."

Sagan has also signed a personal sponsorship deal with Specialized, which will replace Total Energy's Willière Triestina next season, as well as tie-ups with sunglasses brand 100%, among others.