As the 2025 road racing season approaches, I find myself on a journey that is both exciting and, at times, frustrating. After a year of sweat, grit, and triumph—highlighted by winning the Copa de Andalucía in the Fem Elite class and standing on the podium in my first mountain bike race—I’m ready to push harder and aim higher. Yet, when I reach out to potential sponsors, the responses often leave me disheartened.
Like many other athletes, I juggle a full-time job alongside my cycling ambitions. Working as a teacher brings its own rewards, but it also places restrictions on my training schedule. Every early morning ride, every late-night workout, and every weekend spent at races represents a balancing act. This is why even the smallest sponsorship can make a world of difference, helping to cover travel, equipment, and race expenses.
It seems many cycling brands care more about how many followers I have on social media than about the sacrifices I’ve made or the milestones I’ve achieved on two wheels. My hours in the saddle, the countless early mornings, the setbacks, and the comebacks—all of this seems overshadowed by metrics that, while important, only tell part of the story.
Women’s Cycling: A Minority Sport with Major Potential
Women’s cycling is still considered a minority sport, but that’s exactly what makes it such a lucrative opportunity for sponsors. Unlike the men’s cycling scene, which requires astronomical budgets to make an impact, the women’s side of the sport offers brands the chance to get involved in a rapidly growing market without needing the same level of financial commitment.
Brands like Liv Cycling have already recognized this potential. As a company dedicated to women’s cycling, Liv has not only built a strong presence in the market but also fostered loyalty among female riders and fans. Their success proves that investing in women’s cycling isn’t just a moral choice—it’s a smart business move.
Is Social Media the Only Measure of Value?
Social media undeniably has a role in modern sponsorships. It connects athletes to fans, showcases brands, and builds communities. But it seems increasingly short-sighted for brands to prioritize follower counts over actual athletic accomplishments. Cycling is, after all, a sport built on effort, resilience, and performance—not just on curated images and viral posts.
I’ve seen competitors who’ve poured everything into their sport overlooked in favor of influencers whose focus lies more in garnering likes than crossing finish lines. In some cases, the deciding factor isn’t the athlete’s talent or results but their willingness to post suggestive content to gain followers
Are We Losing Focus?
This isn’t to dismiss the hard work influencers put into building their platforms, nor to deny the value of visibility. But it raises a question: should a rider’s worth to a cycling brand hinge entirely on their online presence? By neglecting serious competitors, brands may be missing opportunities to align with ambassadors who live and breathe the sport—and whose stories inspire a different kind of loyalty from fans.
A Call for Balance
Women’s cycling offers something unique: a sport with boundless potential for growth, a market ready to be developed, and an audience hungry for stories of real achievement. For sponsors, it’s a chance to make a meaningful impact at a fraction of the cost of entering the men’s arena.
What I hope for in a partnership is mutual respect. I want to represent brands that value not just my reach but my dedication, my results, and my ambition. Together, we can bridge the gap between the online and real-world aspects of cycling.
To brands seeking ambassadors: numbers are important, but so is the story behind them. Take a closer look at those of us who are out there racing, training, and pushing boundaries.
To my fellow athletes: don’t lose heart. Let’s keep proving our worth on the road, one ride at a time.
If you’re a brand looking to support talent, I’d love to hear from you. Let’s build something meaningful—both on the pedals and beyond.