BikeBiz Bicycle and cycling retail news
Zwift is expanding its investment into women’s cycling with a four-year deal to become presenting partner of the Paris-Roubaix Femmes avec Zwift.
The announcement builds on the momentum generated by Zwift’s partnership with the A.S.O for this year’s inaugural Tour de France Femmes avec Zwift. The Tour de France and Paris-Roubaix Femmes avec Zwift are highlights of the Women’s Tour that showcase the exceptional breadth of talent and drama of the women’s peloton and it is Zwift’s ambition to introduce the world to a new generation of female heroes and inspire future champions.
Zwift has been working to put women’s racing on an equal footing with men’s for some time with initiatives including the recent UCI Cycling Esports World Championships, the Virtual Tour de France, Zwift Academy and the Tour for All.
“We’re incredibly proud to be the first-ever presenting partner to Paris-Roubaix Femmes avec Zwift and to be expanding our relationship with the A.S.O,” said Eric Min, CEO and co-founder of Zwift.
“Alongside the Tour de France Femmes avec Zwift, this is a huge opportunity to shine a light on one of the most iconic and exciting races on the Tour and showcase the incredible quality and talent of the women’s peloton.
“The ‘Hell of the North’ is a highlight of the cycling calendar and I’m sure it will captivate audiences across the world and inspire women everywhere to begin their own cycling journey.”
Yann le Moënner, general firector of Amaury Sport Organization: “We are particularly excited to have Zwift join us as title partner of Paris-Roubaix Femmes avec Zwift. Zwift’s involvement in the development of women’s cycling continues after being the very first to follow us after the creation of the Tour de France Femmes avec Zwift, which will take place for the first time next July.
“Following our collaboration during the virtual Tour de France of 2020 and after the success of the first edition of Paris-Roubaix Femmes last year, we are convinced that with Zwift at our side, our efforts for the development of women’s cycling will be crowned with success.”
A.S.O. is a company that owns, designs and organises top international sporting events. Specialised in the ‘non-stadia’ events, it has in-house knowledge of professions linked to organisation, media and sales of sports events. It organises 240 days of competition per year, with 90 events in 25 countries.
Kasia Niewiadoma, professional cyclist with Canyon//SRAM Racing UCI Women’s WorldTeam, said: “It’s fantastic to see a company like Zwift stepping in to make the investment our sport deserves, allowing us to now race some of the most iconic races in the world. Paris Roubaix Femmes avec Zwift is something truly special and is one race that will always live up to the expectation.”
Coryn Labecki, professional cyclist with Jumbo-Visma UCI Women’s WorldTeam, said: “We have already proven this to be an unmissable event in the UCI Women’s WorldTour calendar and it’s fantastic to have Zwift show its support by increasing their investment in the advancement of professional women’s cycling.
“This is another important milestone for the women’s peloton and I’m certain that increased exposure will help bring the drama and excitement of this race to more people than ever before.”
