Online cycling platform Zwift has a new four-year deal to become the presenting partner of the Paris-Roubaix Femmes. The annual race will be known as Paris-Roubaix Femmes avec Zwift, with this year’s event being held April 16 in France.
The sponsorship expands Zwift’s investment in women’s cycling as the gamified fitness company will also be the presenting partner of this year’s inaugural Tour de France Femmes in July. The inaugural Paris–Roubaix Femmes was held last year on the UCI Women's World Tour as an equivalent to the men’s Paris–Roubaix that’s been held since 1896.
Zwfit, which raised $450 million in 2020, makes a fitness app that wirelessly connects to a user’s indoor bicycle trainer or treadmill to have their real-world movements translate on-screen as they compete against other users in Zwift’s virtual cycling and running worlds. Zwift held a virtual Tour de France in 2020 and hosts esports races for the UCI , IOC , World Triathlon and the Collins Cup.
