Zwift Sponsorship Fuels Growth of Tour de France Femmes, Boosting Women's Cycling in France
Zwift's sponsorship has significantly expanded the Tour de France Femmes and elevated women's cycling viewership and participation in France.
- • The 2026 Tour de France Femmes will be the longest in its history and start one week after the men’s race.
- • Zwift's backing has been crucial for the race’s growth and sustainability since its 2022 launch by ASO.
- • The women's race drew a total live audience of 23.2 million in 2022 and peaked at 7.7 million viewers for the 2025 final stage.
- • Female Zwift subscribers increased from 18% to 23%, highlighting growing female engagement in cycling.
- • Zwift extended its sponsorship for four more years, signaling confidence in women’s cycling’s future.
Key details
The Tour de France Femmes avec Zwift is set for its longest route yet in 2026, beginning a week after the men's race, reflecting an increasing global appetite for women's cycling. Established in 2022 by Amaury Sport Organization (ASO) with Zwift's vital support, the women's race has rapidly grown into one of the most-followed women’s sports worldwide.
Zwift, a virtual cycling platform, recognized untapped potential in women's cycling and invested heavily, contributing to the race's sustainability and visibility. The inaugural 2022 event drew a live audience of 23.2 million across eight stages. In 2025, average viewership per stage in France was 2.7 million, culminating in a final stage viewership peak of 7.7 million—numbers comparable to major events like the NHL Stanley Cup.
Beyond the race, Zwift's influence extends to its platform demographics, with female subscribers rising from 18% in 2022 to 23% currently. This surge confirms the growing interest among women in competitive cycling and cycling-related activities.
Zwift has secured its partnership for four more years, underscoring the commercial and cultural shift toward supporting women's sports. This collaboration exemplifies how targeted brand sponsorship can transform sporting disciplines by expanding audiences and fostering long-term growth.