The main women’s cycling union is in trouble after industry sponsors failed to renew contracts.
When The Cyclists’ Alliance formed in 2017, the idea was to create an organization, completely separate from the sport’s governing body, that could empower riders through legal and emotional support. At the time, the organization was able to secure funding through sponsorships and grants from brands within cycling. It is a model that most of the sport falls back on, but one that is now backfiring as more brands see their budgets diminish.
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Trek, SRAM, Cannondale, Liv, Specialized…they all used to back The Cyclists’ Alliance financially in the past. As the cycling industry comes out of its COVID boom and bust, brands don’t have the extra cash to keep The Cyclists Alliance going. “We love what you do, and we’d love to help you, but…” is a phrase The Cyclists’ Alliance has gotten used to this year, according to discussions with the TCA’s team.
On Wednesday, the women’s cycling union published a plea for help along with a GoFundMe page with the goal of raising €100K. It’s a huge number, but one that could keep the organization afloat through mid-2027. If the goal is not met, the Cyclists’ Alliance could cease to exist.
“We’re kind of collateral damage, in a way,” Deena Blacking, Managing Director for the Cyclists’ Alliance, told Escape Collective. “We’ve always managed to get endemic brands, in the industry, brands that are just like, ‘Yes, we love women’s cycling, yes, we love what you do. Yes, we have budget. Here you go’. And now everyone’s just like, ‘We love what you do, but we don’t have budget’.”
To keep the Cyclists’ Alliance operating, Blacking and the rest of the team have been trying to pitch the organization to brands outside of cycling, but explaining what they do and what they mean to the sport is proving difficult.
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