After their new kits had been revealed in December, and with a group presentation to observe subsequent Monday, January 22, the world’s primary ladies’s highway group have formally unveiled their new identify – Group SD Worx-Protime. A subsidiary of SD Worx, Protime was added as a second title sponsor for the subsequent three years.
Protime is a workforce administration firm based mostly in Europe that brings monetary stability by means of 2026 to the squad, which completed on the prime of the ladies’s UCI and WorldTour rankings for a 3rd consecutive yr in 2023. SD Worx dominated the highway calendar final yr with 64 victories.
The group presentation can be held at Protime headquarters in Mechelen, Belgium. Protime first appeared on the jerseys of the Dutch squad for the Tour de France Femmes final summer season.
SD Worx first supported the Dutch squad in 2020 and took over because the title sponsor from Boels Dolmans in 2021. Their help for a group, with an all-star solid together with highway and observe World Champion Lotte Kopecky and Tour de France Femmes winner Demi Vollering, can also be confirmed by means of 2026.
“Ladies’s biking has developed enormously lately and the game is anticipated to proceed to develop within the coming years. Consequently, the budgets may even proceed to develop. With SD Worx and Protime, however definitely additionally Specialised, we’ve got companions who wish to develop with us within the coming years in order that we will keep our place on the prime of ladies’s biking,” mentioned Group Supervisor Erwin Janssen in a press launch.
Group SD Worx-Protime will start their 2024 Ladies’s WorldTour marketing campaign on the UAE Tour Ladies, February 8-11. On the inaugural UAE four-day stage race final yr, Lorena Wiebes got here away with a stage 2 victory and third in factors classification whereas Anna Shackley was second within the youth classification and fourth in GC.
“We begin our fifth season as sponsor of the world’s finest ladies’s group in biking in 2024. In 2021, we turned the primary sponsor, which in fact has a a lot greater affect than simply your brand on the shorts. As a reputation sponsor, your model will get far more visibility wherever the group is in the beginning,” mentioned Kobe Verdonck, CEO of SD Worx.
“The worldwide atmosphere of biking helps us completely in our ambition to be the main European provider in HR options. Clients and prospects recurrently discuss to us about our dedication to additional professionalise ladies’s biking and about giving younger expertise alternatives to develop as prime athletes. It’s improbable that our subsidiary Protime is now additionally stepping in as a reputation sponsor.”
Specialised has collaborated with the group since 2014 and renewed long-term help final autumn with an extension by means of 2028. Along with bikes, Specialised produced the brand new kits for this season, that includes a six-pointed cross reversed in white on purple, pink and orange colour-fade blocks. SD Worx and Protime branding are distinguished on the back and front of jerseys.
Protime has been voted ‘Nice Place to Work’ for 10 years in a row, with roots in Belgium and the Netherlands and an enlargement throughout Europe, most lately in Spain.
“We already entered as a shirt sponsor final yr simply earlier than the Tour de France Femmes and noticed immediately its constructive affect. Consequently, we wished to proceed full steam forward,” mentioned Gille Sebrechts, CEO of Protime. “We encounter the identical drive and imaginative and prescient within the group. A transparent focus to be European and even world chief, but additionally a transparent concentrate on ladies’s biking.”