In the ever-changing landscape of team names within the peloton, Team SD Worx are the latest squad to see a change for the 2024 season.
Far and away the dominant force within women's cycling in 2023, the Dutch-based team that boasts the likes of Demi Vollering, Lotte Kopecky and Marlen Reusser among other superstar will be known as SD Worx-Protime for the foreseeable future.
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Protime were featured on the team's jerseys at the 2023 Tour de France Femmes, where Vollering took a dominant Maillot Jaune victory ahead of Kopecky in second. "We already entered as a shirt sponsor last year just before the Tour de France Femmes and saw directly its positive impact. As a result, we wanted to continue full steam ahead," said Protime CEO Gille Sebrechts.
"As a name sponsor, your brand gets much more visibility wherever the team is at the start," adds SD Worx CEO Kobe Verdonck. "The international environment of cycling helps us perfectly in our ambition to be the leading European supplier in HR solutions. Customers and prospects regularly talk to us about our commitment to further professionalise women's cycling and about giving young talent opportunities to develop as top athletes."
Under the new name Team SD Worx - Protime, the best women's cycling team will start this season.
— Team SD Worx (@teamsdworx) January 17, 2024
With Protime, a subsidiary of SD Worx, as the second title sponsor, the cycling team will be able to take the necessary financial steps in the coming years to remain at the top.… pic.twitter.com/0zszZAeiAi
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- I liked the way Del Toro raced, attractive and humble, up till the last day, where he should have gone for it. 2nd or 3rd they both are podiums and nobody remembers who was what. Carapaz was leading the ascent, he should have lead the descent, that would have been a fantastic deal, considering he had most to lose. But he wanted more.JoostMehrtens17-06-2025
- Cyclists already don’t have many options, can’t all become DS (for which many aren’t gifted) or open bike shops,, it’s something fans of free sport have to accept as part of the deal. Besides, there’s really very little to report about cycling and its protagonists, what you see is what you get.Mistermaumau17-06-2025
- I get that you have reason for criticising but they did put the word in quotation marks which indicates exactly what you say in a less roundabout way. Disappointed but not really.Mistermaumau17-06-2025
- He wanted to get his 100th win during the TDFComplainingwhinging17-06-2025
- Of what? The name change? The article? Your comment? Do you actually even want to know?Mistermaumau17-06-2025
- and in true form to this site, again a slightly misleading headline. it low key makes it seem AK is pissed, but the reality is he gets it. what a great team player he is. wish he could get one more.mij17-06-2025
- what is the point of this?mij17-06-2025
- You don't have to be a fool to be an ex-pro-turned-commentator, but it seems to help.Renz17-06-2025
- I said, "such as," as in a group—any group—with enough budget to be real, and obviously one with better moral high ground than UCI, who is patently obvious in their pursuit of exacting maximum profit for themselves regardless of how it effects the riders. Sub in any other consortium you like.itsent17-06-2025
- Great role model.
santiagobenites17-06-2025
Now that's a good name for a cycling team. It certainly sounds a lot better than Lisa Bike 😆😉