Merida has been co-sponsor of the Multivan Merida Biking Team, with athletes such as José Antonio Hermida and Gunn-Rita Dahle Flesjå, and of bicycle racing events such as the TransUK and TransWales mountain bike races. Since 2004, the team has been scoring over 30 World Cup wins as well as Olympic gold and silver medals.

In 2013 Merida became co-sponsors of the Pro-Tour Lampre-Merida road racing team and changed to Bahrain–Merida Pro Cycling Team in 2017, which is called Team Bahrain Victorious since 2021.