Dag Otto Lauritzen joins Team 7-Eleven as sports director for Liège-Bastogne-Liège

As Uno‑X Mobility Cycling revives Team 7‑Eleven for one special day at Liège‑Bastogne‑Liège, it’s only fitting that one of Norway’s greatest cycling pioneers joins the adventure: Dag Otto Lauritzen, who famously won Norway’s first-ever Tour de France stage wearing the original 7‑Eleven jersey, will act as sports director for the team on Sunday.

“I never thought I’d sit in a 7‑Eleven team car again – but here we are,” says Lauritzen with a smile. “Liège‑Bastogne‑Liège is one of the toughest races on the calendar, and it was one of my favorite races as a pro. I’m looking forward to helping the riders write their own chapter in this jersey. It’s a true honour.”

Lauritzen made history with Team 7‑Eleven in the 1980s, paving the way for Norwegian riders on the international stage. His presence for this project brings a direct link between the golden era of 7‑Eleven and the new generation of Scandinavian cycling talent represented by Uno‑X Mobility Cycling.

“Dag Otto has been a big inspiration for me and for so many Norwegian cyclists,” says Thor Hushovd, General Manager of Uno-X Mobility Cycling (AND Team 7-Eleven). “Getting to sign my old childhood hero to the team – even just for a day – feels pretty special. Bringing him into the revival of Team 7-Eleven really feels like a full-circle moment.

Now we’ll see if he still remembers a thing or two about cycling… He’s been busy playing colonel on Norwegian TV lately, so let’s see how he does behind the wheel as a DS!”

For one Sunday in April, the past and present come together in the Ardennes — with Dag Otto back in the race convoy, the 7‑Eleven colours flying again, and a new chapter ready to be written.

PRESS INVITATION (UPDATED!) We’ve just received the final timing for the team presentation Saturday, and unfortunately, the updated schedule makes it impractical to host the press moment today right after the team presentation, the riders & team would be left waiting for too long. So to ensure a more convenient and engaging experience, we’re moving the press meet-up to Sunday morning before the race. ________________________ New timing and location: MEET TEAM 7-ELEVEN Sunday, April 27th, between 8:30 and 9:30 AM In front of the Uno-X Team Bus, near Pont de Belle-Île / Quai des Ardennes, Liège This will still be a great opportunity to meet: Thor Hushovd, General Manager Uno-X / Team 7-Eleven Dag Otto Lauritzen, “Sports Director for a Day” Frank Symons, Marketing Director, Ridley Riders from Team 7-Eleven Whether you’ve already confirmed or not yet had the chance, we’d be happy to welcome you (or a colleague) at this unique occasion. Please RSVP via ann@lab2.be. We really hope to see you Sunday in Liege :-) Ann & Team 7-Eleven