New Name For Team SD Worx – Protime

The best women’s cycling team of 2023 will start this season under the new name Team SD Worx – Protime. 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. The team topped the UCI ranking for the eighth time in 2023.

Protime, founded in 1995, is the market leader in time registration, workforce scheduling and access control. It offers Workforce Management solutions to more than 5,000 customers in Europe, across numerous industries. Protime has about 500 colleagues in Belgium, Germany, Luxembourg, the Netherlands, the Nordics, Spain and the UK. It reported a revenue of EUR 55 million in 2023.

With top riders such as world champion Lotte Kopecky, Demi Vollering, Marlen Reusser, Lorena Wiebes and Mischa Bredewold, among others, Team SD Worx – Protime looks towards the upcoming cycling season with real optimism. The team’s sponsorship agreements with SD Worx and Protime run until 2026. 

“We are very happy that Protime has joined the team,” said team manager, Erwin Janssen. “Women’s cycling has developed enormously in recent years and the sport is expected to continue to grow in the coming years. As a result, the budgets will also continue to grow. With SD Worx and Protime, but certainly also Specialized, we have partners who want to grow with us in the coming years, so that we can maintain our position at the top of women’s cycling.”

Gille Sebrechts, CEO of Protime added, “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. At Protime, we have the ambition to become the European leader in our niche market. We encounter the same drive and vision in the team. A clear focus to be European and even world leader, but also a clear focus on women’s cycling. As an HR-tech company, we also consider it our duty to have a positive impact on society and also to do our bit on important social topics. By focusing on women’s cycling, we already believe that we can have a positive impact.”

Kobe Verdonck, CEO of main sponsor SD Worx said of the team, “We start our fifth season as sponsor of the world’s best women’s team in cycling in 2024. In 2021, we became the main sponsor, which of course has a much bigger impact than just your logo on the shorts. As a name sponsor, your brand gets much more visibility wherever the team is at the start. 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. It is fantastic that our subsidiary Protime is now also stepping in as a name sponsor. We are looking forward to a successful season!”

More news

Share this post