Team 7-Eleven is back — for one epic day at Liège-Bastogne-Liège

Since 2023, Uno-X Mobility and 7-Eleven have shared the roads of Norway and Denmark, operating 107 Uno-X 7-Eleven service stations that combine fast charging, fuel, and fresh convenience under one roof. This Sunday, that partnership rides onto cycling’s biggest spring stage – blending history and the present, power and playfulness, into an unforgettable tribute.

At Liège-Bastogne-Liège, Uno-X Mobility Cycling won’t be racing in its usual red and yellow. Instead, the team will wear green, white, and red – the colors of the iconic Team 7-Eleven, which redefined international cycling in the 1980s. Liège-Bastogne-Liège, often called La Doyenne (“The Old Lady”), is the sport’s oldest Classic – a 259 km Monument that crowns the Ardennes week and has shaped cycling legacies since 1892. For one day only, we’re reviving Team 7-Eleven – not just as a tribute to cycling tradition, but as a celebration of the strong partnership between Uno-X and 7-Eleven, both proudly part of the REITAN family. Reitan Convenience is part of Reitan Retail, which manages 7-Eleven's franchise operations in Norway, Sweden, and Denmark.

Just like the trail-blazing 7-Eleven team of the ’80s, the Uno-X team races with spark and style. It’s not only about watts; it’s about creating moments fans remember. And for Norwegian cycling fans, Team 7-Eleven holds a special legacy — it was in those colors that Dag Otto Lauritzen claimed Norway’s first Tour de France stage win in 1987, inspiring a generation.

Thor Hushovd, General Manager, Uno-X Mobility Cycling:
“Team 7-Eleven was a legendary team. My own cycling journey started watching Dag Otto – also from Grimstad – win Norway’s first Tour de France stage in that jersey. Seeing our riders wear it now is truly something special.”

Mariette Kristenson, CEO Reitan Convenience:
"Team 7-Eleven’s presence in professional cycling reflects a bold, forward-looking collaboration. At Reitan Convenience, we are proud to partner with Uno-X Mobility and exploit our shared passion for future mobility and customer experiences – on the road and in our stores. This initiative highlights our commitment to creating inspiring, meaningful experiences that go beyond expectations.”

Ridley & the Merckx connection

The stunt also marks a tribute to the 80th birthday of one of the sport’s most influential riders, Eddy Merckx, whose name is deeply tied to both the race and the original 7-Eleven team of the 1980s. Merckx won Liège-Bastogne-Liège a record five times, and his Merckx-branded bikes were key to putting the original 7-Eleven squad on the map in Europe.

For Liège 2025, Uno-X Mobility Cycling will ride a special edition of the Ridley Noah Fast 3.0, provided by Belgian manufacturer Belgian Cycling Factory, which today owns the Eddy Merckx bicycle brand. The frames carry both modern race performance and a symbolic nod to Merckx — merging cycling heritage with cutting-edge engineering.

Frank Symons, Marketing Director, Belgian Cycling Factory:
“This is more than a limited edition bike or jersey — it’s a heartfelt tribute to Eddy Merckx for his 80th birthday and to the legacy he’s built over eight incredible decades. By bringing the iconic 7-Eleven team back to life at Liège-Bastogne-Liège, together with Uno-X Mobility and our amazing partners, we’re reviving a piece of cycling history in a way that’s never been done before.”

Every detail has been considered to bring the 7-Eleven tribute to life. CeramicSpeed adds a high-performance touch with its OSPW system, the Fusion jerseys blend heritage with speed, Sweet Protection supplies custom helmets, and GripGrab completes the look with matching gloves. Even the Škoda team cars are wrapped in 7-Eleven graphics — turning the Ardennes back to the 80s.

For one Sunday in April, the clock rewinds and the peloton welcomes back an icon. Team 7-Eleven rides again – see you in Liège.

PRESS INVITATION Meet the 7-Eleven Team Following the official team presentation of Liège-Bastogne-Liège on Saturday, April 26th, we warmly invite you to an exclusive press meet-up with the full 7-Eleven team. You’ll have the opportunity to meet: Thor Hushovd, General Manager Uno-X / Team 7-Eleven Dag Otto Lauritzen, Team 7-Eleven “Sports Director for a Day” Frank Symons, Marketing Director, Ridley Some of the Team 7-Eleven riders A unique chance for interviews, photos, and behind-the-scenes insights into this exciting collaboration. We look forward to welcoming you! Please let us know via ann@lab2.be, if we may welcome you or a colleague at this unique occasion.