February 28, 2024

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Consider additional title and name change for successful configuration of SD Worx

Consider additional title and name change for successful configuration of SD Worx

Wednesday, January 17, 2024 at 1:27 pm

SD Worx is undergoing a name change. Peloton's most successful women's cycling team will begin this season under the new name Team SD Worx-Protime. The formation announced this on Wednesday.

The team chooses a new name due to the arrival of an additional title sponsor. “The arrival of Protime, a subsidiary of SD Worx, as second title sponsor will enable the cycling team to take the necessary financial steps in the coming years to continue competing at the top,” we read in a press release.

Founded in 1995, Protime is the market leader in time recording, personnel planning and access control. Its turnover reached €55 million in 2023. Protime offers solutions in a wide range of sectors to more than 5,000 customers across Europe. Originally a Belgian-Dutch group, it has placed a strong focus on international growth in recent years.

The sponsorship agreements with SD Worx and Protime run until 2026. “We are very happy to have Protime join the team,” says team principal Erwin Janssen. “Women's cycling has developed significantly in recent years, and the sport is expected to continue to grow in the coming years. As a result, budgets also continue to grow. With SD Worx and Protime, but certainly also Specialized, we have partners that want to grow in the years Coming so we can keep ourselves at the top of women's cycling.

Positive effect
“We became jersey sponsors just before the Tour de France last year and have seen the positive impact. “We were left wanting more and that is why we wanted to continue on the path we have chosen,” adds Gilles Sibrechts, CEO of Protime. “At Protime we aspire to become The European leader in our niche market. We experience the same drive and vision within the team. A clear focus on being European and even global leaders, but also a clear focus on women's cycling.

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“As an HR technology company, we also believe it is our duty to have a positive impact on society as well as contribute to important social issues. By focusing on women’s cycling, we believe we can make a positive impact.”