What is the future of women's cycling?

The importance of investing in the next generation of women cyclists.

The Tour de France Femmes avec Zwift is a big deal. Why? More than any other race on the Women’s WorldTour calendar, Tour de France Femmes represents a step forward for women’s cycling. Women are racing the iconic roads made famous by the Tour de France, sprinting to stage victories and vying for overall titles. Best of all, people are watching—young girls are watching—making the future of the sport look very bright, indeed. Here’s why we think that’s important:

Proud to be a major partner of the Tour de France Femmes.

"By signing on as a long-term partner [of the Tour de France Femmes avec Zwift], we hope the next generation of female cyclists will see that Liv believes in women and recognizes we have the potential to achieve our dreams and compete at cycling's highest level." 

- Bonnie Tu, Liv Cycling Founder and Giant Group Chairperson.

Sponsoring the Tour de France Femmes avec Zwift is a natural extension of the Liv brand. We’re a comprehensive cycling company making bikes and gear for women of all levels and disciplines, from beginner to pro. At Liv, we invest 100 percent of our resources into creating more opportunities for women in cycling. We know when women and girls watch the Tour de France Femmes, they will be inspired to ride and that speaks directly to the heart of everything we do: getting more women on bikes.

Learn more about Liv

Proud to sponsor the white jersey for the Best Young Rider Classification.

“Giving women the chance to compete in the most prestigious race in road cycling shows young girls they too can achieve their dreams and aspire to compete at cycling’s highest level—something Liv has been committed to since day one.” 

- Bonnie Tu

The white jersey is awarded to the rider under 23 with the lowest overall time, also known as Best Young Rider. Following each of the eight stages of the Tour de France Femmes, a young athlete will be presented the jersey to wear the following day, and an overall winner will be awarded at the end of the race. For us at Liv, sponsoring the white jersey is symbolic—it represents the future of the sport, inspiring future talent to pursue their professional cycling dreams.

Learn more about classifications and other TdFF facts

Proud to sponsor pro athletes and create development pathways.

“Women’s cycling is growing worldwide, and we want to ensure the athletes we support are provided every avenue for success.” 

- Bonnie Tu

After sponsoring two Women’s WorldTour teams—GreenEDGE Cycling (Team Jayco AlUla) and Liv Racing TeqFind—for the past seasons, we’re excited to support the merger of the teams and the creation of a new Development Team for 2024 and beyond. With the growth of women’s cycling thanks in part to races like Tour de France Femmes, there is a need for pathways into the sport and support for the next generation of cyclists. This investment highlights our commitment to offering more opportunities for women and girls to get into pro cycling.  

Learn more about the 2024 WorldTeam and Development Team

Tour de France Femmes avec Zwift

August 12-18, 2024