The Hera Project Cycling Team
The Hera Project is a pioneering initiative designed to address the gender imbalance in elite women’s cycling, both on the bike and behind the scenes. By creating structured, mentor-led pathways for female staff and offering holistic development for riders, Hera aims to establish a self-sustaining, female-driven ecosystem in the professional cycling world.
Our ambition is to become a UCI Continental Team within 36 months, setting a new standard for inclusivity, development, and performance. Whilst at the same time partnering with ethical organisations who align with our values for health and wellbeing.
Vision:
To be the UK’s leading elite women’s development cycling team, empowering athletes and female support-staff to excel in performance and leadership whilst promoting women’s health.
Mission:
The Hera Project is a pioneering women’s cycling initiative dedicated to developing riders and staff through education, mentorship, and real-world experience. By building a self-sustaining, female-led ecosystem, Hera aims to set a new global standard for inclusivity, performance, and long-term athlete development. www.heraproject.co.uk
Strategic Team Objectives (3-year):
Year 1: Recruit core staff & riders, establish branding and sponsor relationships, compete in national-level races.
Year 2: Expand race calendar (UK & selected international events), grow media exposure and sponsor activation.
Year 3: Build on year 2, gaining access to higher level UCI ranked races with expanded media coverage, deliver measurable ROI for sponsor.
Baseline objectives: Athlete wellbeing & career transition, female leadership roles, academic/research partnerships (as per Hera model) www.heraproject.co.uk
Market & Industry Analysis
• Participation and community growth Participation increased significantly: UK women’s cycling journeys increased by 56% in 2020, while male journeys rose by 12% during the same period.
• Online participation is rising: New global subscribers to Zwift in 2025 were 23% female, up from 18% in 2022.
• Growth in female coaches: There has been a 70% increase in the number of female cycling coaches in the UK.
• Community initiatives: There has been a rise in women-led cycling communities and clubs, which help break down barriers and create a more welcoming environment.
Professional and media impact
• Increased investment in professional teams: The average budget for a World Tour women’s team has doubled since 2022.
• Higher media viewership: The Tour de France Femmes has seen record-breaking viewership, with 25.7 million people in France watching at least one minute in 2025, a significant increase from previous years. Social media video views on the event also increased sixfold.
• Impact on consumer behaviour: 17% of viewers of women’s cycling content have bought a bike as a direct outcome, and 41% have encouraged others to follow women’s racing.
Market and economic growth
• Industry growth: The global women’s bicycle market was valued at $7.8 billion in 2022 and is projected to grow at a compound annual growth rate (CAGR) of 5.4% from 2023 to 2031, reaching $13.2 billion by the end of 2031.
• Market segment: The urban/commuter segment holds the largest share of the women’s bicycle market, accounting for approximately 43.0% in 2025.
Sponsor environment
We seek partnerships aligned to our desire for gender equity. Hera gives your organisation the chance to align with a high-impact gender equity initiative.
Opportunity: Hera aims to close the gap in the UK’s and beyond within the ecosystem for women’s performance and leadership roles, Championing women, their health and wellbeing.
Target Audience
Market & Industry Analysis
• Participation and community growth Participation increased significantly: UK women’s cycling journeys increased by 56% in 2020, while male journeys rose by 12% during the same period.
• Online participation is rising: New global subscribers to Zwift in 2025 were 23% female, up from 18% in 2022.
• Growth in female coaches: There has been a 70% increase in the number of female cycling coaches in the UK.
• Community initiatives: There has been a rise in women-led cycling communities and clubs, which help break down barriers and create a more welcoming environment.
Professional and media impact
• Increased investment in professional teams: The average budget for a World Tour women’s team has doubled since 2022.
• Higher media viewership: The Tour de France Femmes has seen record-breaking viewership, with 25.7 million people in France watching at least one minute in 2025, a significant increase from previous years. Social media video views on the event also increased sixfold.
• Impact on consumer behaviour: 17% of viewers of women’s cycling content have bought a bike as a direct outcome, and 41% have encouraged others to follow women’s racing.
Market and economic growth
• Industry growth: The global women’s bicycle market was valued at $7.8 billion in 2022 and is projected to grow at a compound annual growth rate (CAGR) of 5.4% from 2023 to 2031, reaching $13.2 billion by the end of 2031.
• Market segment: The urban/commuter segment holds the largest share of the women’s bicycle market, accounting for approximately 43.0% in 2025.
Key Dates and Timings
Strategic Team Objectives (3-year):
Year 1: Recruit core staff & riders, establish branding and sponsor relationships, compete in national-level races.
Year 2: Expand race calendar (UK & selected international events), grow media exposure and sponsor activation.
Year 3: Build on year 2, gaining access to higher level UCI ranked races with expanded media coverage, deliver measurable ROI for sponsor.
Specific Opportunity Details
Market & Industry Analysis
• Participation and community growth Participation increased significantly: UK women’s cycling journeys increased by 56% in 2020, while male journeys rose by 12% during the same period.
• Online participation is rising: New global subscribers to Zwift in 2025 were 23% female, up from 18% in 2022.
• Growth in female coaches: There has been a 70% increase in the number of female cycling coaches in the UK.
• Community initiatives: There has been a rise in women-led cycling communities and clubs, which help break down barriers and create a more welcoming environment.
Professional and media impact
• Increased investment in professional teams: The average budget for a World Tour women’s team has doubled since 2022.
• Higher media viewership: The Tour de France Femmes has seen record-breaking viewership, with 25.7 million people in France watching at least one minute in 2025, a significant increase from previous years. Social media video views on the event also increased sixfold.
• Impact on consumer behaviour: 17% of viewers of women’s cycling content have bought a bike as a direct outcome, and 41% have encouraged others to follow women’s racing.
Market and economic growth
• Industry growth: The global women’s bicycle market was valued at $7.8 billion in 2022 and is projected to grow at a compound annual growth rate (CAGR) of 5.4% from 2023 to 2031, reaching $13.2 billion by the end of 2031.
• Market segment: The urban/commuter segment holds the largest share of the women’s bicycle market, accounting for approximately 43.0% in 2025.
Features and Benefits
Partnering with The Hera Project is more than sponsorship, it’s an investment in excellence, innovation, and meaningful impact. As a pioneering, female-led initiative, Hera is reshaping elite women’s cycling, on the bike and behind the scenes, by providing structured mentorship, holistic rider development, and clear career pathways for women in both performance and support roles. Within 36 months, Hera aims to achieve UCI Continental Team status, setting a new benchmark for inclusivity, professionalism, and sustainable growth in the sport.
1. Maximum Brand Visibility
Logo placement on team kits, bikes, vehicles, and event banners.
Exposure across national & international broadcasts, live streams, and social media.
Digital campaigns, social media, and content featuring your brand to an engaged audience.
2. Align with Positive Values
Demonstrate commitment to gender equity, inclusion, and empowerment.
Promote health, wellness, and sustainability.
Associate your brand with leadership, excellence, and innovation.
3. Corporate Engagement & Networking
VIP access to races, events, and media opportunities.
Unique client engagement experiences: meet the team, ride with athletes, host events.
Support community and grassroots initiatives for women in sport.
By supporting a female-driven, professionally managed team, your business can align with progressive values, showcase commitment to gender equity, and gain national and international visibility through competition, media coverage, and community engagement. Hera offers sponsors access to a highly engaged audience, unique storytelling opportunities, and meaningful corporate activation, from VIP race experiences to involvement in education and mentorship programs.
Investing in The Hera Project is not just marketing, it’s being part of a movement that inspires change, champions female talent, and drives measurable social and sporting impact. By partnering with Hera, your brand helps create a sustainable ecosystem that empowers women to lead, perform, and thrive across every facet of elite cycling
Investment
Our Financial Plan
Year 1
Total Op Costs for UK based race calendar – £35k
Year 2
Total Op Costs for UK based calendar £35k
Note: 2nd year budget accounts for team vehicle already purchased, but allows for some carefully selected races to be targeted in Europe, key for rider and staff development in year 3
Year 3
Total Operating for UK and continental race calendar £70k+ or £100k with UCI continental Team status (addititional expenditure relating to licence and Bond – £30k)
Suggested Sponsorship Packages
1. Title Partner (£15k-30k pa)
• Prominent logo placement on team kit, vehicles, and race assets (£15k includes other sponsors and £30k sole sponsor on jersey). However, vehicle to include other partners. Appendix A
• Integration into team name and branding “Prevent Breast Cancer powered by Hera”
• Joint media campaigns and brand storytelling across all digital team and rider channels
• VIP access to race events and media opportunities
• 2 year contract
2. Official Partner (£10k pa)
• Logo/name on pre-determined areas/size for team vehicle and rider kit (Appendix A)
• Brand visibility across digital, social, and event platforms
• Inclusion in official team press releases, photography, and media content
• Activation opportunities at events, races, or community engagement programs
• 2 year contract
3. Supporting Partner (£5k)
• Logo placement on website and predetermined small area/size for team vehicle
• Recognition in digital communications and social media
• Association with Hera’s development and mentorship programs
• 1 year min contract
Other Info
The sponsorship packages are ‘suggested’ packages. If you have an alternative suggestion we are happy to talk!