SD Worx signs major sponsor deal with Boels-Dolmans women’s cycling team

12 February 2020

SD Worx is proud to announce the finalisation of a key agreement: we will become the standalone sponsor of the current Boels-Dolmans women’s cycling team from 1 January 2021. On this date, the world-leading group of athletes will become the SD Worx Cycling Team. This step fully aligns with our mission to support elite sports, diversity and talent development. The sponsorship contract runs through 2024.

The rise of women in elite cycling

SD Worx wants to make a statement by choosing women's cycling: our company supports diversity, and we have a winner's mindset in everything we do. Women’s pro racing has exploded in popularity in recent years, and demand is only expected to increase. This trend is sparking rapid investment and prompting leading sports media, cycling events organisers, equipment manufacturers and private companies to express their confidence in its growth trajectory.

As a company that strives to inspire team spirit, continuous improvement and diversity, SD Worx has taken a step in a new direction in supporting this growing, international, inclusive cycling trend.

“We are very proud to become the main sponsor of the accomplished Boels-Dolmans team as of 2021”, says SD Worx CEO Kobe Verdonck. “Not only are we making a strong statement as a company that supports diversity, the ambitions of the team and SD Worx are identical: to seek to be the best in what you do and give young talent every opportunity to grow. Also like us, this team loves to win and pulls out all the stops to do so.”

Harnessing new opportunities to connect

SD Worx is investing heavily in its internal operations and we are broadening our range for our customers. Next to that, we will continue to tap into new channels to engage with our customers and really get to know them. The involvement of customers and prospects in these activities will offer us new opportunities to get to know each other and connect in a different way.
Also, the sponsorship will allow SD Worx to raise brand awareness more quickly via broad media visibility over the next five years. It will also offer us a wide range of public relations opportunities, as sports bring people together. Cycling is an accessible, environmentally friendly sport that is appreciated by a wide international audience and has strong ties to communities.

A strong track record, a bright future

Over the last several years, the Boels-Dolmans team has risen meteorically, dominating the UCI ranking since 2015. Below is a small sample of individual and shared victories:

  • 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

Paving the way for a strong collaboration

In addition, Boels-Dolmans is composed of atheletes from eight countries that align with the key geographies for SD Worx. Kobe Verdonck: “We are convinced that this cooperation will further strengthen global brand recognition among our two target groups: employers and employees – particularly in the EU.”

2020 will serve as a transitional period for both SD Worx and the members of the Boels-Dolmans team. “This year gives us the opportunity to connect with our partner atheletes, and their new uniforms already feature the SD Worx logo”, asserts Kobe Verdonck.

From January 2021, the team will take the name of ‘SD Worx Cycling Team’ and participate year round in top-tier road races across the globe. Kobe Verdonck: “This is a remarkable opportunity for SD Worx to connect even more closely with our customers, and we’re looking forward to seeing what the future holds for this excellent team.”