The Boels-Dolmans Cycling Team is going for a unique fifth world title in a row in Yorkshire on Saturday. Following on from Lizzie Deignan-Armitstead (Richmond 2015), Amalie Dideriksen (Qatar 2016), Chantal Blaak (Bergen 2017) and Anna van der Breggen (Innsbruck 2018), the team is hoping to complete the quintet in Yorkshire.
Next year will be the team’s tenth consecutive year in the sport. The Boels-Dolmans team has been number one in the UCI team rankings since the end of 2015. The team became team time trial world champions in 2016, won the women’s teams World Tour in 2016, 2017, 2018 and 2019, and has also succeeded in winning all noteworthy women’s classic races and tours. With its innovative vision and professionalism, the team has been a trendsetter in women’s cycling for many years.
The 2020 season will be the last year for the title sponsors Boels Rental and Dolmans Landscaping. Through the sponsorship of the women's team, both Limburg-based family businesses have more than achieved their goals in terms of brand awareness and visibility. In addition, the publicity via the cycling team has generated immense goodwill and there has been great internal engagement at both companies. Boels Rental and Dolmans Landscaping stress the fact that they have achieved a huge amount for what in international top-level sport terms is a relatively low sponsorship sum. Women’s cycling is one of the few global sports where you can currently still acquire the absolute best in the world for this amount of money.
Despite both title sponsors stopping, the team is looking optimistically to the future. Women’s cycling is currently experiencing a boom, just like women’s football, and it is receiving more and more attention. There are more big competitions and influential TV broadcasters, such as Eurosport, are providing more live coverage. Furthermore, a large number of sport marketers are these days advising companies to enter the field of women’s cycling because this sport is still in its early stages. You also see an increasing number of women cycling for recreation. The number of women participants in the big tours has increased massively, while the number of race bicycles sold to women is also growing each year.
A number of figures underscore this. Within just four years, a big campaign by British Cycling succeeded in getting 723,000 women who had never before cycled out on a bicycle. The number of women participants in the largest race in the Netherlands, the Tour Version Amstel Gold Race, rose from 8% in 2012 to nearly 17% in 2019. And on Eurosport 1 in the Benelux region the number of hours of live coverage of women’s competitions rose from 1 hour in 2015 to 22 hours in 2018. The UCI announced that in 2018 an impressive 147 million viewers saw TV coverage of the Women’s World Tour and that in total 1430 hours of television was produced from this event.
As team, we are certain that ‘the best is yet to come’. We are feeling confident as we now start our search for new title sponsors for the team. Our target is to not only retain our status as the number one women’s cycling team in the world, but also to help further develop the sport of women’s cycling. As of 2021 we want to expand our team from 16 to 18 cyclists in order to be able to compete in a double programme and to give more young cyclists a chance. In addition, we want to give more focus to the woman behind the athlete in the future and also to community projects.
For more information, please contact the Team Manager, Danny Stam: +31 6 52845487