Red Bull joins FDJ United-SUEZ as major partner in landmark move for women's cycling

FDJ United-SUEZ have welcomed Red Bull as a new major partner, confirming a deal first reported by Cyclingnews in March and unveiled on the opening day of the Tour de France Femmes. The brand will appear on the team's helmets from the opening stage, marking Red Bull's first significant foray into women's road cycling.

The partnership, effective immediately from August 1, adds to Red Bull's existing involvement in the men's peloton through Red Bull-Bora-Hansgrohe and personal sponsorship deals with riders. Speculation had intensified last month when the team signed Kate Courtney on an immediate transfer, with the American a long-standing Red Bull athlete.

The team confirmed in a press release that "Red Bull becomes the team's Major Partner and Official Energy Drink Partner, with its logo appearing on FDJ UNITED-SUEZ team's helmets". The statement described the deal, unveiled at the Grand Départ, as a new milestone in the team's growth, with the squad set to benefit from Red Bull's expertise and performance ecosystem, particularly through the Red Bull Athlete Performance Center.

Demi Vollering, the team's star signing, was asked about her new helmet at the stage 1 start. "It's cool, no? I really like it," she said. "It's a special helmet and a new sponsorship for the team, or a partnership I have to say because it's really a partnership, we will work together with Red Bull from all sides, so it's an exciting thing and will bring us further for the future."

Team manager Stephen Delcourt, who has worked with the team since its foundation in 2006, called the partnership a huge milestone. "We are delighted to welcome Red Bull with us, and this partnership is the pinnacle of all the structuring and development efforts we have tirelessly invested in over the past years," he said.

FDJ United and Suez remain the naming partners, with contracts running to the end of 2028. The first test of the new era comes this week, with FDJ United-SUEZ targeting the yellow jersey at the Tour de France Femmes through Vollering.

Sources

• Cyclingnews