Simac Ladies Tour

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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. The partnership is a one year deal, with the intention for multiple years. 

The Simac Ladies Tour will be held from August 24th - 29th, 2021. More info

Eric van Schagen (CEO Simac Techniek NV)
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