Simac Ladies Tour
The Holland Ladies Tour was looking for a new partner and asked JOYConcepts and JM Smulders for help and advice. This Tour is the only 6 day cycling event of the UCI Women's World Tour in the Benelux.
With the use of our partnerfication model we ended up with a few brands and categories who have a perfect fit with professional women cycling.
Dutch technology company Simac NV was already active in the world of professional cycling, but was also looking for a female activation. Their CEO, Eric van Schagen, sees a lot of similarities between women sports and their company profile, but also the opportunities women's sport has. After a successful first year (2021), the partnership is extended for at least one more year.
The second Simac Ladies Tour will be held from August 30th - September 6th, 2022 and will be fully covered by Ziggo Sport. More info simacladiestour.nl