Cycling: Zwift and the Tour, the new love story that is written for women

Cycling: Zwift and the Tour, the new love story that is written for women

Committed to inclusive sport, the American brand entered the world of cycling by becoming the official sponsor of the Tour de France Women. From virtual to real, Zwift wants to highlight these ladies.

Cecilie Uttrup Ludwig (Groupama-FDJ-Suez) won the 3rd stage of the Tour de France Women with Zwift. Panoramic

“Fun is fast.” His catchphrase is ultimately similar to his rise. Having become popular during the confinement linked to Covid, the connected cycling application Zwift* has decided to climb the ladder during the Tour de France Women. After the women’s Paris-Roubaix, the orange brand has signed up as the main partner of the women’s Tour. Militant for an inclusive sport, Zwift is “proud to sponsor the biggest race in the world”, explained Kate Veronneau for Le Figaro. The head of women’s strategy and content for the American brand perfectly embodies Zwift’s ambition around the development of the Women’s Tour. “For a long time, we have sought to invest and develop women’s cycling. We started with the ”Zwift Academy Program in 2016 and the objective today is to give the same exposure to the Tour de France Women as to the Men’s Tour. We bring new energy and I think we are the best possible partner for this race. It is only the continuity of what we have been able to do so far”, assures Kate Veronneau.

“Congratulations to the women”

For this Women’s Tour de France, Zwift used the slogan “bravo aux femmes”, which was displayed all over the course, in particular on the first stage where the race took a circuit on the Champs-Élysées. This slogan did not please everyone. For some, saying bravo to women is reductive for a race like the Tour de France. This would imply that women runners would not ordinarily be able to do the same as men. Kate Veronneau meanwhile does not hold the same speech at all. “We try to bring attention to what women’s racing is all about. We’re running an ad campaign right now called Watch the Women. It just means that we want as many people as possible to turn on their television to watch the race. ”Bravo ladies” is simply done to celebrate the moment and the future of women’s cycling. The objective is to dissociate, to no longer have a comparison between men and women, ”she certifies.

The American brand therefore has great ambitions to develop women’s cycling. The first stage of the Tour de France Women brought together 3 million viewers in front of France 2, and this is “a great success” according to Kate Veronneau. Nevertheless, the goal for Zwift is to continue to partner with women’s cycling so that riders can earn a living. There is no question of becoming a partner of the men’s Tour de France. From virtual to real, Zwift therefore aims to highlight women through an inclusive sports policy.

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