Frenche des Jeux (FDJ) has become an official partner of the Tour de France Women’s edition, continuing its commitment to diversifying its sponsorship portfolio of French sports.
Beginning in 2022, France’s National Lottery operator will collaborate with race organiser Amaury Sport Organisation (ASO) to promote the ‘Tour de France Femmes,’ bringing it up to speed with its male counterpart.
FDJ has been the title sponsor of the Tour de France’s women’s event, dubbed “La Course avec FDJ,” for the past six years.
From 2022 onwards, the Tour de France will dramatically increase its women’s race in order to produce the most difficult road cycling event in female professional cycling.
Stéphane Pallez, CEO of the FDJ, said: “We have been campaigning for many years for the creation of this event. It was therefore natural that we should be a major partner. We have always wanted to contribute to the development of French races to offer greater visibility to the discipline and promote the practice of all.
“We were among the first sponsors of ‘La Course by le Tour’ and FDJ will be a partner of the first Paris-Roubaix Femmes. Similarly, I am delighted that our women’s cycling team is now professional and that it can play a leading role in all these events.”
The Tour will be sponsored by FDJ alongside its renewed sponsorship of Nouvelle-Aquitaine Futuroscope, a French all-female cycling team.
Futuroscope, which includes cycling superstars Cecilie Uttrup Ludwig and Evita Muzic, seeks to be the first champion of the expanded Tour de Femmes.
The FDJ Nouvelle-Aquitaine Futuroscope team’s General Manager, Stéphen Delcourt, added: “Women’s cycling has evolved a lot in recent years; he deserved a world event that lived up to his performances. The Tour de France is an unparalleled global event, which will increase the visibility of our sport.
“The champions will inspire little girls in the four corners of the world and give birth to vocations, but also make the general public vibrate. The team works with great enthusiasm to be ready on D-Day and dreams of a Yellow Jersey. We can’t wait to be there!”