Die-hard SD Worx fans will probably recognise the name Protime. The brand is a subsidiary of SD Worx and has been the jersey sponsor of the women's cycling team since last summer. With a second title sponsor, the team hopes to be financially prepared to stay at the top.
SD Worx - Protime: Optimistic about the future
The top team around world champion Lotte Kopecky is optimistic about the new season, and not just because of its star ensemble. "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, budgets will also continue to grow. With SD Worx and Protime, but of course 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," says team manager Erwin Janssen about the new co-title sponsor Protime.
SD Worx - Protime: What is the new co-title sponsor doing?
Founded in 1995, the Protime brand specialises in workforce scheduling, time recording and access control. With over 5000 customers in Europe and more than 500 employees in Germany, the Benelux countries, Spain, the United Kingdom and the Nordic countries, Protime achieved a turnover of 55 million euros last year. As a co-title sponsor, the company hopes to grow further: "We became a jersey sponsor shortly before the Tour de France Femmes last year and saw the positive effects immediately. That's why we wanted to continue full steam ahead. At Protime, we have the ambition to become the European market leader in our niche market," explains Protime CEO Gille Sebrechts.
This ambition to be among the best also characterises the SD Worx - Protime team. In addition to reasons of growing brand awareness, Sebrechts sees a further argument in being a co-title sponsor:
As an HR tech company, we also see it as our duty to have a positive impact on society and make our contribution to important social issues. By focussing on women's cycling, we already believe that we can have a positive impact.
Statement from SD Worx
Kobe Verdonck, CEO of main sponsor SD Worx, can confirm the special impact of being the title sponsor of a top team: "We are entering our fifth season as sponsor of the best women's team in the world in cycling in 2024. In 2021, we became the main sponsor, which of course has a much bigger impact than just the logo on the shorts. As a name sponsor, the brand gets much more visibility, no matter where the team is competing. The international cycling environment supports us perfectly in our endeavour to be the leading European provider of HR solutions."
Verdonck also talks about the task of focusing on women's cycling: "Customers and interested parties regularly talk to us about our commitment to further professionalising women's cycling and giving young talents the opportunity to develop into top athletes. It's fantastic that our subsidiary Protime is now also joining us as a name sponsor. We are looking forward to a successful season."
The sponsorship contracts with Protime and SD Worx run until 2026.
Lukas Niebuhr
Working student
