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SD Worx comes to aid of women’s cycling giant Boels-Dolmans

Image: Boels-Dolmans

Boels-Dolmans Team, the powerhouse outfit of women’s cycling, has secured its long-term future with Belgian HR services provider SD Worx signing on as its new main sponsor.

SD Worx has agreed a four-year contract with the team, through which it will become a co-sponsor this year before the squad is renamed SD Worx Cycling Team from 2021 onwards.

At September’s 2019 Road World Championships in Yorkshire, current sponsors Boels Rental and Dolmans Landscaping Group indicated that they would cease backing the team after 2020 as they had met their sponsorship goals.

Dolmans began sponsoring the team in 2010, when the Dutch outfit was known as Dolmans Landscaping Team. Boels Rental came on board as a co-title sponsor in 2012 and the team has been known as Boels-Dolmans ever since.

Boels-Dolmans has been ranked the world’s No.1 women’s team since 2015 and captured the elite women’s road race World Championship title for four consecutive years between 2015 and 2018.

However, the uncertainty over its sponsorship situation meant that it failed to secure a new top-tier WorldTour licence from the International Cycling Union (UCI) as it could not guarantee four years of financial backing at the time of application. Boels-Dolmans is therefore currently racing with a second-tier Continental licence.

“The fact that we managed to secure such a fantastic main sponsor for no less than four years within just a few months proves that we have done a great job in recent years,” team manager Erwin Janssen said.

“We believe it’s important to maintain an independent women’s team at the highest level. We are one of the few top teams not linked to a male WorldTour group, which means we can focus entirely on the women’s team. This focus gives us an advantage over other teams. And the investment of a successful company like SD Worx proves that the popularity of women’s cycling has increased enormously in recent years.”

Kobe Verdonck, chief executive of SD Worx, added: “This cooperation is a well-considered choice, as women’s cycling is gaining an increasing amount of attention. What’s more, cycling is an extremely accessible, sustainable sport which is appreciated by a wide international audience and has strong ties to communities.

“The team is made up of top sportswomen of different nationalities. The level is extremely high, with some of the members preparing to defend their Olympic titles in Tokyo this year. We firmly believe this sponsorship will strengthen our brand awareness among our two target groups – employers and employees, both nationally and internationally.”