Select Page

Sponsorship and marketing newsletter 17/03: Why Zwift is riding with women’s cycling

Sponsorship and marketing newsletter 17/03: Why Zwift is riding with women’s cycling

There are few deals that I look at and simply think ‘that makes sense’ but it feels like a no-brainer for Zwift – which has…

Friday, Mar 18

News

There are few deals that I look at and simply think ‘that makes sense’ but it feels like a no-brainer for Zwift – which has hundreds of thousands of cyclists navigating its virtual courses on a daily basis – to embed itself within cycling events in the real world so that it can drive more users to its online training platform.

Zwift’s latest four-year partnership with Paris-Roubaix Femmes organiser ASO came after the pair agreed a similar sponsorship deal for the rebooted women’s Tour de France, the inaugural edition of which is taking place in July and will offer a prize pot of €250,000.

Earlier this week I had the chance to chat with Kate Veronneau, Zwift’s director of content and women’s strategy, who told me what it is about women’s cycling in particular that appeals to the brand.

“A fun fact,” she said, “if you ask our CEO Eric Min, you know what kind of racing he likes? He loves women’s racing, he thinks it’s just phenomenally exciting, he loves the character and the personalities and the aggressive nature of it. So we’ve always had a big soft spot in our heart for women’s racing, we’ve always felt like it deserved more attention.

“And then we have a virtual platform, so we can literally do whatever we want in our world.”

To that end, Veronneau suggested that one thing that informed the decision to invest in women’s cycling was the success of the Virtual Tour de France , which debuted on Zwift […]

Share This