SD Worx renamed as SD Worx-Protime for 2024

The undisputed number one team in the Women's WorldTour, SD Worx, have announced a new name for the 2024 campaign, with the Dutch super-squad hereby known as SD Worx-Protime. This comes after the beginning of their relationship at last summer's Tour de France Femmes avec Zwift.

A subsidiary of SD Worx, Protime clearly liked what they saw at the Tour de France Femmes, in which Demi Vollering claimed the yellow jersey and Lotte Kopecky coloured the race in her indomitable fashion. After featuring on the front and back of the team's jersey as of last July, Protime will step us as a co-title sponsor for 2024.

"We already entered as a shirt sponsor last year just before the Tour de France Femmes and saw directly its positive impact. As a result, we wanted to continue full steam ahead," said Protime CEO Gille Sebrechts.

Read more: 'Set to colour the year' – SD Worx stick to bright design for 2024 kit

The Belgian-Dutch company is described as a market leader in 'workforce management,' which sees the company assisting businesses with employee scheduling and time management. Their reach in Europe tallies more than 5,000 customers and they will hope to see additional growth from their new agreement with the SD Worx team.

"As a name sponsor, your brand gets much more visibility wherever the team is at the start," said SD Worx CEO Kobe Verdonck.

"The international environment of cycling helps us perfectly in our ambition to be the leading European supplier in HR solutions. Customers and prospects regularly talk to us about our commitment to further professionalise women's cycling and about giving young talent opportunities to develop as top athletes."

In the press release announcing the news, SD Worx-Protime note that the team's budget will grow as a result of the strengthened partnerships with SD Worx, its subsidiary Protime and the team's long-term partner, Specialized.

Read more: SD Worx Team Talk: How can the dominant force in women's cycling get any better?

With an annual revenue of €55 million in 2023, Protime's partnership - dating until 2026 - will certainly be welcomed and likely see the world's most dominant team become even stronger.

Among their ranks are the likes of sprinting sensation, Lorena Wiebes, all-rounder Lotte Kopecky, and the world's best climber, Demi Vollering. They will aim to defend a number of their titles wearing the SD Worx-Protime colours in 2024, including Strade Bianche, the Tour of Flanders and the Tour de France Femmes.