"Zwift underscores the significant influence of the Tour de France Femmes, heralding a promising period for women's cycling."
The introduction of the Tour de France Femmes avec Zwift in 2022 has revolutionised women's professional cycling, boosting visibility, pay equity, and commercial interest. Here's a comprehensive look at the impacts:
A Leap in Visibility
The race has become the most-watched event in women's professional cycling, with broadcasts in 190 countries and over 80 million viewing hours across seven key European nations in 2024 alone[1]. This global reach is echoed in the growth of the Zwift platform, where women now account for 23% of new subscribers, up from 18% in 2022[2][3].
A Step Towards Pay Equity
While specific financial data isn't detailed, the increased visibility and investment brought by the Tour de France Femmes have contributed to better financial opportunities for women cyclists. Major races and sponsorships often correlate with improved pay equity in professional sports.
A Surge in Commercial Interest
The presence of an iconic race like the Tour de France has attracted other brands, partners, and sponsors to invest in women's cycling, ensuring it benefits from being part of the Women’s WorldTour[2]. Zwift's four-year guarantee provided stability for the race organisers, allowing them to establish the event and secure commercial interest for its continuation—a feat that previous women's Tour iterations failed to achieve[1][2].
The report highlights advancements in participation, public perception, pay equity, and global visibility of women's cycling. The Tour de France Femmes avec Zwift has been instrumental in these advancements, with the race sponsored by Zwift, a virtual cycling platform.
A Promising Future
In 2025, 85% of respondents surveyed believe professional cycling is a viable career for women. This sentiment is backed by the increasing financial support, with the average rider salary in 2024 standing at €40,000, and 15% earning €100,000 or more[4]. The average team budget in the Women's WorldTour has nearly doubled from €2.35 million in 2022 to €4.67 million in 2025[5].
Notable sponsorships include Nike, which signed a personal sponsorship deal with rider Demi Vollering and in January 2025, partnered with the FDJ-Suez team to supply official lifestyle apparel[6].
Challenges Ahead
While the sport has made considerable progress, more work remains in expanding access to coverage, supporting lower-tier teams, and sustaining grassroots participation[7]. The race, which began five days ago, has already garnered positive feedback from viewers, with most describing the racing as "exciting," "challenging," and "inspiring." The Tour de France Femmes avec Zwift's official social media channels had 2.6 million fans in 2025, an increase of 700,000 from the previous year[8].
Video views on the Tour de France Femmes' official channels rose to 74.4 million across all platforms, a 238% increase since 2022[9]. As the race continues, it is clear that the Tour de France Femmes avec Zwift has set a strong foundation for the future of women's professional cycling.
[1] The Women's Cycling Report [2] Zwift Press Release, 2024 [3] Zwift Press Release, 2025 [4] The Women's Cycling Report [5] The Women's Cycling Report [6] Cycling Weekly, 2025 [7] The Women's Cycling Report [8] The Women's Cycling Report [9] The Women's Cycling Report
The surge in commercial interest surrounding women's cycling, as exemplified by the Tour de France Femmes avec Zwift, has led to increased sponsorships, such as Nike's partnership with Demi Vollering and the FDJ-Suez team. This influx of support has not only driven financial equity in the sport but also propels women's health-and-wellness interests within the wider community. Additionally, the sports-analysis sector has undeniably benefited from the revitalized attention on women's professional cycling, opening up new avenues for science-based discussions and insights on women's sports in general.
