Dag Otto Lauritzen joins Team 7-Eleven as sports director for Liège-Bastogne-Liège
(Image credit: Brusjan Film)
The 7‑Eleven spirit lives on — and now with an iconic face behind the wheel.
Dag Otto Lauritzen takes victory on Stage 14 of the 1987 Tour de France. (Image credits: Graham Watson)
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.
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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
OWN A PIECE OF HISTORY
Now, fans can be part of it too. For 10 days only, Fusion will offer an exclusive version of the 7-Eleven-inspired Uno-X jersey via their website, a rare opportunity to own a modern classic.
https://fusionworld.com/
Even more extraordinary: following the race, the actual Ridley 7-Eleven Noah Fast bikes ridden by the Uno-X men’s and women’s teams, scuffs, race numbers, and even dirt still on them, will be available for purchase. Each bike comes as part of an exclusive collector’s package including a signed race jersey, helmet, and bidon.
https://www.ridley-bikes.com/
This isn’t just memorabilia.
This is cycling history, straight from the peloton.
(Image credit: Ridley Bikes)
For more information, contact:
Henning Askjer Lefsaker, Head of Communications.