The renowned Dutch cycling team SD Worx, home to stars like Lotte Kopecky, has undergone a significant rebranding and will now be known as SD Worx-Protime. This change comes as Protime, a Belgian-Dutch company specialising in workforce management, steps up its involvement with the team, transitioning from being a sponsor to sharing the title.
Protime, a leader in its field since 1995, already made its presence felt on the team’s jerseys last year, particularly at the Tour de France Femmes. The company’s services span time recording, workforce scheduling, and access control, catering to over 5,000 clients across Europe. With around 500 employees in multiple countries and a 2023 revenue of EUR 55 million, Protime is a prominent player in the market.
Team manager Erwin Janssen expressed his excitement about the partnership, noting the growth and potential of women’s cycling. He emphasised that the increased budgets would help the team maintain its top position in the sport. The agreements with SD Worx and Protime are set to run until 2026, indicating a long-term commitment to the team’s success.
Gille Sebrechts, CEO of Protime, highlighted the company’s ambitions to become a European leader in its niche market, paralleling the team’s aspirations to remain at the forefront of women’s cycling. Protime’s dedication to having a positive societal impact aligns with the team’s focus on promoting women’s cycling and offering opportunities to young talent.
Kobe Verdonck, CEO of main sponsor SD Worx, noted the enhanced visibility and impact that comes with being a name sponsor. He pointed out the synergy between the international cycling environment and SD Worx’s ambition to be Europe’s leading provider of HR solutions. The partnership with Protime, as a name sponsor, is a testament to the company’s support for the professionalisation and development of women’s cycling.
The team, boasting riders like world champion Lotte Kopecky, Tour de France Femmes winner Demi Vollering, Marlen Reusser, Lorena Wiebes, and European Champion Mischa Bredewold, is looking optimistically towards the upcoming season. The rebranded Team SD Worx-Protime, with its bolstered financial backing and reinforced commitment, is poised to continue its dominance in women’s cycling.
The official team presentation for Team SD Worx-Protime is scheduled for Monday, 22 January.
