Liv Cycling Returns as Official Bike Sponsor of the Tour de France Femmes avec Zwift for a Fifth Consecutive Year

July 7, 2026

As women's cycling reaches record viewership, Liv Cycling extends its founding commitment to the sport's most prestigious race

NEWBURY PARK, Calif. — [July 7, 2026] /SPORTSWIRE WOMEN/ – Liv Cycling, the only comprehensive cycling brand in the world dedicated exclusively to women, today announced its return as official bike sponsor and White Jersey partner of the Tour de France Femmes avec Zwift for the fifth consecutive year. The 2026 race runs August 1–9, with a Grand Départ in Lausanne, Switzerland, and a finish in Nice, France.

Since the inaugural race in 2022, Liv Cycling has been a founding partner of the event and the sponsor of the Maillot Blanc, awarded each stage to the top-ranked young rider. That continuity reflects Liv’s long-term investment in women’s cycling, a tenant central to the brand.

“Five years into the Tour de France Femmes avec Zwift, the growth of this race has validated everything we believed about women’s cycling,” said Giant Group CEO Phoebe Liu. “What was once considered a risk is now one of the most compelling investment stories in professional cycling, and this race has been central to that shift. Returning in 2026 is something we are genuinely proud of, and a reflection of how much we believe in where women’s cycling is headed.”

The race has grown significantly since its first year. The 2025 Tour de France Femmes avec Zwift broadcast to more than 190 countries, and research from race organizer ASO shows that 69 percent of female viewers reported feeling motivated to ride a bike after watching, with 17 percent purchasing a bicycle. For Liv, a brand built entirely around getting more women on bikes, those numbers validate the case for sponsoring the race. Liv has long believed that visibility drives participation and that women who see themselves in the sport are more likely to ride, at every skill level.

Liv will also be supporting their team Liv AlUla Jayco, the UCI Women’s WorldTour team, as they make their way across the stages. In support of the competing athletes, Liv dealers around the world will be hosting watch parties and community rides to increase race engagement at the grassroots level. Whether championing WorldTour athletes to increasing access at the community level, Liv’s core belief is that women’s cycling deserves a brand willing to invest in it at every level.

About Liv Cycling

Liv is the only comprehensive cycling brand in the world dedicated solely to women. Founded in 2008 by former Giant executive Bonnie Tu as part of the Giant Group, Liv creates innovative bicycles and gear to fit and perform at the highest level. Liv aims to empower all riders from beginners to pros. With a global team of retailers, athletes and events, plus a growing online presence focused on riding skills, bike maintenance, nutrition, travel, and other experiences – Liv strives to build community and be the number one resource for women cyclists around the world. Learn more at liv-cycling.com.

About the Tour de France Femmes avec Zwift

The Tour de France Femmes avec Zwift is the world’s most prestigious women’s stage race, organized by ASO (Amaury Sport Organisation). Since its launch in 2022, the race has grown into one of the most-watched events in women’s sport, broadcasting to more than 190 countries. The 2026 edition runs August 1–9, from Lausanne to Nice. For more information, visit letourfemmes.fr.