Liv, the female-focused cycling brand, will continue its sponsorship of cycling’s Tour de France Femmes after striking a long-term contract extension with competition organizers Amaury Sports Organization (ASO).
Liv, which sponsored the inaugural edition of the resurrected women's Tour earlier this year, will remain a major partner for the 2023 edition and beyond, sponsoring the white jersey, which is awarded to the top young rider during the eight-stage cycling race.
Liv founder Bonnie Tu said: “Continuing our sponsorship of the Tour de France Femmes avec Zwift is perfectly aligned with our commitment to helping advance women’s participation in cycling.
“The inaugural event was a success and by signing on as a long-term partner, we hope the next generation of female cyclists will see that Liv believes in women and that recognizes we have the potential to achieve our dreams and compete at cycling’s highest level.”
Liv, founded in 2008, is the only cycling brand focused solely on women and creates bicycles and gear to fit and perform at the highest level. It sponsors several professional racing teams including WorldTour outfits Liv Racing Xstra and Team BikeExchange-Jayco, who are set to compete in next year’s Tour de France Femmes.
The new deal will see Liv join LCL, E.Leclerc, FDJ, and Skoda as major partners of the Tour de France Femmes. Zwift, the virtual training app, is the Tour’s title sponsor.
Julien Goupil, media and partnerships director at ASO, said: “Partnering with Liv for this successful first edition of Tour de France Femmes avec Zwift was a natural fit for the race and our organization.
“As the only bike sponsor of the Tour de France avec Zwift, Liv has been steadfast in its commitment to women’s cycling and we look forward to continuing to work with them in the upcoming years to raise the bar for women’s cycling.”
This year’s inaugural edition of the women’s Tour saw 20 teams of six riders race between July 24 and July 31 following the men’s event.
The 2023 Tour de France Femme will run from July 23 to 30 next year.