Sponsoring the Tour de France Femmes: what’s in it for Zwift?

With a 4-year investment, the virtual platform goes all in on women’s cycling, while also trying to reduce its own gender gap

Tour de France Femmes
(Image credit: Getty Images)

With the route reveal of the 2023 Tour de France Femmes avec Zwift comes the renewed excitement for another fantastic showcasing of women’s cycling. 

From where we sit, this year’s momentous revival of a women’s edition of cycling’s most recognizable event, the Tour de France, was a smashing success. Millions of people across five continents and 190 countries tuned in to watch eight action-packed days of racing. Thousands more crowded the French countryside streets and banged on the finish line boards. 

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