#watchthefemmes

Zwift has always been a strong supporter of women’s cycling and a believer in the entertainment and the excitement of women’s racing. After having creating an entirely new pathway to women’s pro cycling with Zwift Academy and years of continuous support to the sport, we decided in 2021 that it was time to make a big move and to make a big investment to show our support. This is how we became the title sponsor of the first Tour de France Femmes avec Zwift in 2022.

We developed for the occasion a great campaign celebrating the heroes of the women’s peloton and the way they are race after race redefining what women’s pro cycling is. The campaign ran in broadcast, digital, social and print and was supported by a massive visual identity work that help Zwift stand out in the race broadcast and in the fans’ crowds.

Results: the event was a massive success that generated more than 75 million hours of live coverage in 7 European countries and 190 countries globally, boosting Zwift visibility and relevance.