Post by Julien Van den Brande

1 hour and 28 minutes. That is the total amount of broadcast exposure our team Carbonbike Giordana Sofré generated two weeks ago during two UCI 1.1 races: Veenendaal Classic 1.1 and GP Mazda Schelkens 1.1 in Borsbeek, only two days later. Not the total broadcast time of the races. The total time a rider from our team was specifically shown on screen. That exposure came through two outstanding performances by Helena Bieber, who attacked solo in the final 30 minutes of both races and was only caught back inside the final 3 kilometres. And it was backed up by a 4th place for Dina Scavone in Veenendaal, in a field including riders such as Charlotte Kool (Fenix), and ahead of names like Marta Lach (SD WORX) and Lonneke Uneken. For us, this was more than a sporting result. It was proof. Proof that our team belongs at the professional level. Proof that women’s cycling offers a powerful platform for brands that want visibility, credibility and performance-driven storytelling. For companies looking for: • strong brand visibility • a modern and athletic image • employer branding with real emotion • hospitality opportunities around elite sport • meaningful content and storytelling • association with ambition, equality and performance … women’s cycling is one of the most cost-efficient sponsorship platforms in sport today. So next time someone asks you what the most effective sports sponsorship is, you can confidently answer: Women’s cycling. Or maybe, more specifically, our team. I will leave that open to interpretation.

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