With the sponsoring of the new women’s cycling team, HEMA wants to send an important signal: talented men and women must be able to practise sport at the highest level. HEMA also supports the objectives of the Jumbo-Visma Academy to encourage cycling among young people through its sponsorship. They do this by, among other things, working closely with Dutch cycling associations. The Academy does not only focus on boys, but also on girls. In this way, HEMA fulfills its ambition to achieve an inclusive society, a society in which everyone can participate.

Richard Plugge, General Manager of Team Jumbo-Visma: “It is great that HEMA also sees the value of our new project with the women’s team. Within the sport of cycling and skating, we want to perform at the highest level in as many areas as possible, so it is great that many of our current partners are happy to participate in these kinds of opportunities and developments.”

Tjeerd Jegen, CEO HEMA: “With this step we underline the importance of women’s top sport and our ambition to get everyone in society to participate. So also when it comes to top sport. The women’s team of Team Jumbo-Visma wants to become the best team in the world in the coming years, led by multiple champion Marianne Vos, and we would like to contribute to that. Certainly if this means that, in addition to boys, girls also choose cycling more often in the future. HEMA and bicycles have been linked for years. Customers know where to find us for bicycle accessories, bicycle insurances and, since this summer, also a lease e-bike. The sponsorship is therefore a logical choice and once again underlines that HEMA is a big fan of cycling.”