Why investing in women's cycling matters to SD Worx

4 March 2020

As of 2021, SD Worx will become the standalone sponsor of the world’s best women’s cycling team. Shared values and a strong winning mentality will be key.

Why we believe in women's cycling

Nothing says ‘for life, for work’ like sports. Elite sports are serious business, while countless amateur athletes find daily pleasure in recreational activities, and many more simply bike to work. That’s just one of many reasons why we decided to support the growth of the world's best women's cycling team, currently called Boels-Dolmans and as of 2021 the SD Worx Cycling Team. Like us, this team loves to win and pulls out all the stops to do so. But what exactly makes women’s cycling the exciting ‘new kid on the block’ and worthy of our attention?

For 50 years now, female cyclists have been competing in much the same way men have done. However, it has taken them up till now to really claim the main stage. The wheels are turning at last and there is plenty more to come. I’m happy to announce that, at SD Worx, we are lending a helping hand in boosting women’s pro racing.

Entering a men’s world

Everyone loves sports, I daresay! Whether it’s to play or just to watch, to me and many others sports are all about the shared experience of fun and excitement. Yet, in many disciplines, women’s tournaments are still very much neglected and underappreciated. Some progress has been made in recent years, but when it comes to gender equality, male and female athletes stand on a far-from-level playing field. That’s where the media have a valuable role to play in covering a wide range of women’s sports, including cycling. The tide seems to be turning, both in terms of media attention and the number of major women’s races organised annually. As a result, the number of sponsors is also on the rise.

Shared values and a winning mentality

For us, the sponsorship of this global number one team was an obvious choice. I’m very proud we will be the main sponsor from 2021 on, making the best of the synergies generated by SD Worx as well as by the upsurge of women’s cycling. Not only are we making a strong statement as a company that supports diversity, I see a great fit between the ambitions of the team and our company: to seek to be the best in what you do and give young talent every opportunity to grow.

A winning team!

Boels-Dolmans is no ordinary women’s cycling team. It’s the best team in the world, dominating the UCI ranking for women’s teams since the end of 2015. Here is a selection of their wins:

• Winner of Women’s World Tour 2016, 2017, 2018 and 2019
• Women’s Olympic champion in road racing 2016: Anna van der Breggen
• World champion in road racing 2015, 2016, 2017, 2018: Lizzie Armitstead, Amalie Dideriksen, Chantal Blaak, Anna van der Breggen
• World champion Team Time Trial 2016
• European champion 2019: Amy Pieters, 2016 Anna van der Breggen
• Winner of Giro Rosa 2016, 2017: Megan Guarnier, Anna van der Breggen
• Winner of classic races such as Ronde van Vlaanderen, Amstel Gold Race, Waalse Pijl, Liege-Bastogne-Liege, Strade Bianche, Omloop het Nieuwsblad, Ghent-Wevelgem

Proud member of the team

The new sponsorship contract will run until the end of 2024. To guarantee a smooth transfer from the current sponsors, Boels and Dolmans, we will keep a close eye on the team this season. 2020 is a start-up year that gives us the chance to get to know the athletes and the team. We’ve already ensured some visibility by putting our logo on their race uniforms. From January 2021, the team will be called the ‘SD Worx Cycling Team’ and participate in all top road races.

Why women’s cycling?

But there is more to gain from this sponsorship: the team consists of top athletes from eight different countries that line up with the key geographies where we are present. Cycling is also something that I see people at SD Worx champion across all divisions and functions, both for life and for work. Moreover, it’s is a fast-moving, green, healthy and accessible sport that is loved internationally among a very broad audience. I’m convinced that this collaboration will further strengthen global brand recognition among employers and employees.