SD Worx to become the new main sponsor of the Boels-Dolmans Cycling Team, the best team in women's cycling.
12 February 2020
London, 12 February 2020 – HR services provider SD Worx has secured the future of the Boels-Dolmans Cycling Team for the 2021-2024 period. Today, the specialist in payroll and HR signed a four-year contract with the best women's cycling team in the world during the team presentation day. SD Worx will join the team as a co-sponsor in 2020. From 2021, the women's team will continue under the name SD Worx Cycling Team.
SD Worx deliberately opted to support women's cycling. Kobe Verdonck, CEO of SD Worx: "We are delighted and proud to be the main sponsor of the best women's cycling team in the world. This cooperation is a well-considered choice, as women's cycling is gaining an increasing amount of attention. What's more, cycling is an extremely accessible, sustainable sport which is appreciated by a wide international audience and has strong ties to communities. The team is made up of top sportswomen of different nationalities. The level is extremely high, with some of the members preparing to defend their Olympic titles in Tokyo this year. The team reflects the values of SD Worx, too: diversity is high on our agenda and, like us, this international cycling team loves to win and will do everything they can to stay in the lead. Teamwork and strong individual performances are essential. We firmly believe this sponsorship will strengthen our brand awareness among our two target groups – employers and employees both nationally and internationally."
Current sponsors Boels Rental and Dolmans Landscaping Group had indicated at the World Cycling Championships in Yorkshire in September 2019 that they would cease to sponsor the team after 2020 as they had surpassed their sponsorship goals. The team has been top of the UCI Ranking for five years running, and from 2015 to 2018 four different riders won the individual road world title – that equates to four years in a row.
"The fact that we managed to secure such a fantastic main sponsor for no less than four years within just a few months proves that we have done a great job in recent years", states General Team Manager Erwin Janssen with satisfaction. "We believe it's important to maintain an independent women's team at the highest level. We are one of the few top teams not linked to a male world tour group, which means we can focus entirely on the women's team. This focus gives us an advantage over other teams. And the investment of a successful company like SD Worx proves that the popularity of women's cycling has increased enormously in recent years."
Sporting Director Danny Stam states the team's aspirations will remain the same in the coming years: to be the number one in the world. "I'm happy our current sponsor Boels Rental and Dolmans Landscaping Group had the class to indicate early on that they would cease their sponsorship. That gave us the opportunity to find this fantastic new sponsor. SD Worx's enthusiasm is unrivalled and is highly motivating for everyone in the team. It's a huge advantage to know that our future is secured up to the end of 2024. We can start building the team of the future and take the necessary steps forward."