Zwift extends Tour de France Femmes deal to 2029, boosts women's cycling
Zwift is set to continue as presenting partner of the Tour de France Femmes avec Zwift until 2029, marking an extension of its relationship with event organiser A.S.O. The partnership, established in the lead-up to the event's addition to the UCI calendar in 2022, aims to further support and raise the profile of women's cycling.
Partnership extension
The renewed agreement sees Zwift commit to another five years supporting the race. The company remains a central partner in efforts to elevate women's cycling and broaden its reach. The collaboration initially began with a virtual edition of the Tour de France in 2020, during the pandemic, featuring both men's and women's races. The positive response to this virtual event helped lay the groundwork for reintroducing a full women's Tour de France.
Rising profile
Interest in the Tour de France Femmes avec Zwift has grown since its relaunched format. Audience numbers in France reached an average of 2.7 million viewers per stage in 2025, with coverage taking 31.6% of audience share. The concluding stage drew a peak audience of 7.7 million. Such figures position the race among the most-watched events in women's cycling and help drive greater recognition for the sport.
Community impact
Zwift has reported a rise in female participation on its digital platform following the introduction of the women's Tour de France. The company notes that 23% of its new subscribers are female, up from 18% when the event began in 2022. This shift reflects not only interest in the race but a broader engagement among women taking up cycling both virtually and outdoors.
Industry perspectives
"This is much more than a sponsorship for Zwift, it's a part of our identity, underpinned by our mission to make more people, more active, more often. Growing women's participation in cycling is a critical mission. We truly believe that to be successful, the Tour de France Femmes avec Zwift is essential. The first four years of this partnership have been incredible. The excitement is tangible and the impact is clear. I can't wait to see what we can achieve over the next four years and beyond," said Eric Min, Chief Executive and Co-Founder, Zwift.
The mission to drive participation has been central to Zwift's efforts, notably through its Watch The Femmes campaign. This movement seeks to unite partners, fans, and brands behind the objective of raising the visibility of women's cycling and bolstering support for the professional women's peloton.
Rider and organiser views
Kasia Niewiadoma-Phinney, a member of CANYON//SRAM and 2024 Tour de France Femmes avec Zwift winner, emphasised the event's significance in the sport.
"The Tour de France has always been the most famous race in cycling and it has been fantastic to have it added to the calendar for the women's peloton. Winning the iconic yellow jersey has been the highlight of my career and it is so exciting that the Tour de France Femmes avec Zwift will continue to be the biggest race on the calendar and show off the excitement of women's cycling to people around the world," said Niewiadoma-Phinney.
Race organisers have also reported increased visibility and engagement. Marion Rousse, Director of the Tour de France Femmes avec Zwift, said:
"The Tour de France Femmes avec Zwift continues to break records and exceed even our own expectations. It's a pleasure to work alongside a partner that helps amplify the race and women's professional cycling in the way that Zwift does. We've achieved a lot already and I'm excited that we can continue this journey together."