Next generation in cycling

Choose your language

Brussels - March 29, 2024 - AG Insurance, Belgium's largest insurer, strengthens its commitment to women's cycling. In addition to being the main sponsor, AG now also becomes the main shareholder of women's cycling team AG Insurance-Soudal. In doing so, AG aims to further develop the training of young female cycling talent and its professional WorldTour team. This commitment completely aligns with the DNA of the insurer, which is fully dedicated to the growth and development of its 4,400 employees.

Cycling and AG: a long and beautiful history

AG Insurance and Belgian cycling go hand in hand. In fact, AG Insurance has been a partner of the Belgian and regional cycling federations for 25 years. The company thereby supports the discovery and development of young talents in a sport that gives Belgium global exposure.

Since 2021, AG has also been title partner of the spring classics Liège-Bastogne-Liège and the Flèche Wallonne. That partnership was recently extended for another four years.

Making a positive impact on sport as a sponsor

With its experience and contacts in cycling, AG Insurance committed three years ago to be the main sponsor of the women's cycling team under the auspices of Patrick Lefevere and founder Natascha den Ouden. The aim was clear: to offer young female Belgian and international cycling talents a growth path,and allow them to reap the benefits of a professional framework, equipment and training facilities.

But the ambition was also to advance this team to the top of women's cycling, as Patrick Lefevere's men's team had already done. An ambition the team fulfilled this season: on 1 January 2024, AG Insurance - Soudal was promoted to the highest level in women's cycling, the WorldTour. As a result, the team is now automatically invited to all top international competitions.

Long-term engagement

To solidify its commitment to AG Insurance - Soudal, AG Insurance will become the main shareholder of the women's cycling team from today, with 76% of shares. Decolef, the company behind professional men's team Soudal Quick-Step, retains 24% of the shares.

Rob Maes, Corporate Marketing, Communication & Sponsorship Director at AG: "In recent seasons, we have forged close ties with everyone at the women's cycling team. Our sporting ambitions and commitment grew along with the team's. As a main sponsor, we already had some leverage, but as a team owner, we can have even more impact on the further development of the team and on the further professionalisation of women's cycling in general. For AG Insurance, this decision proves more than ever our long-term commitment to women's cycling."

Patrick Lefevere, CEO Soudal Quick-Step professional cycling team: "We added a professional women's team to our organisation when we were able to offer our riders the professional environment we want to guarantee as 'the Wolfpack'. Today, our team consists of 15 professional WT riders, 16 DEVO + U19 riders and 30 staff members. The women's team benefits from the full support of our professional cycling structure that has been in place for more than 20 years. All knowledge and experience in performance, training, nutrition and technique is shared between all our teams. We are proud to cement the excellent cooperation with a strong partner like AG Insurance, and to continue building the future of women's cycling together”.

Stronger tyres with the WolfPack

AG Insurance-Soudal women's team is also adapting its organisation to further harness synergies with Soudal Quick-Step's professional men's team, also known as 'the Wolfpack'. Jurgen Foré, COO of Soudal Quick-Step, will combine his current role of COO with the role of team manager of AG Insurance-Soudal women's team. This means that from now on, the women's team can continue to count on the full support of the professional men's team Soudal Quick-Step. Ex-racer and figurehead Jolien D'Hoore will become sports manager of AG Insurance-Soudal.

AG Insurance would like to thank Natascha den Ouden for her pioneering work as the founder of this team and for women's cycling in general. This team emerged and was able to develop thanks to her personal commitment and expertise. AG Insurance-Soudal is preparing for a promising future while remaining true to its vision of sustainable growth.