AG gets in the saddle for the Liège-Bastogne-Liège and La Flèche Wallonne cycling races
February 5 th 2021 - 11:15
From 2021, AG will serve as an official partner of the men’s and women’s Ardennes classics.
AG and A.S.O. join forces to back La Flèche Wallonne and Liège-Bastogne-Liège, two of Belgium’s oldest and most prestigious cycling races, which this year will take place on 21 and 25 April respectively. AG will act as an official partner of both events.
AG: a decades-long association with cycling and sport in general
Cycling has long been a part of AG’s DNA. As a partner of Belgian Cycling for close to 25 years, the insurance company supports the national teams as they compete throughout the year as a way to encourage its target audiences to get involved in professional and amateur cycling. AG also promotes safe cycling practices for children through initiatives like Kidz on Wheelz, Vélo Kids and Tous à Vélo.
In 2021, AG is taking its backing for the sport to the next level as an official partner of Liège-Bastogne-Liège and La Flèche Wallonne, two of the most prominent and prestigious events in the UCI World Tour calendar, in a long-term deal that will run until 2024.
As well as providing a stage for the world’s top competitors, both races are family-friendly, community events celebrated by lovers of cycling across Belgium and throughout the world.
The partnership deal bolsters AG’s already-strong sporting credentials. “Cycling and sport in general, is a cause close to our heart at AG. We regularly promote the health and well-being benefits of exercise among our employees – and keeping fit is more important than ever right now”, said Heidi Delobelle, CEO of AG. “This latest association with two reputed and prestigious events adds to our existing partnerships with the world of cycling and bolsters our already-strong sporting credentials. These top athletes, who push themselves to their limits to compete at the highest level, set a great example for others to follow. We were especially keen to partner with both the men’s and women’s races. Women’s cycling might not rival the men’s sport in terms of notoriety and exposure, but we’re looking forward to using its enormous pulling power to convey our core message: that every one of us – men and women alike – needs to follow our inner voice and give our all in pursuit of our hopes and dreams.”
Supporting women’s cycling from the ground up
AG also intends to use its association with the women’s races to build on its existing partnerships with Zij aan Zij (in Flanders) and AG Wallonie Women Cycling (in Wallonia). Both organizations, which AG has supported since 2020, run programmes to encourage girls and young women to take up cycling for pleasure. They also hold trials and taster sessions throughout Belgium, which serve as fast-track talent-scouting grounds for promising female athletes and help to gain more media exposure for women’s cycling.
For Amaury Sport Organisation (A.S.O.), working alongside AG presents an opportunity for meaningful partnership based on shared values. “On behalf of A.S.O and RC Pesant Club Liégeois, which co-organises the Liège-Bastogne-Liège event, I’m delighted to welcome AG Insurance on board as an official partner of the Ardennes classics. Through this ambitious partnership, we look forward to seeing men’s and women’s competitive cycling in Belgium go from strength to strength,” said Yann Le Moenner, CEO of A.S.O. “AG’s strong track record as a nationwide champion of amateur and professional sports, and of cycling in particular, will undoubtedly prove to be a real boost for the Liège-Bastogne-Liège and La Flèche Wallonne races. The partnership will also provide opportunities to raise public awareness around our shared values, including passion, responsibility and excellence.”