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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