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Red Bull enters women's cycling with FDJ United-Suez partnership
FDJ United-Suez has announced a major partnership with Red Bull, marking the energy drink company's first full-team sponsorship in the women's peloton. The team, including star rider Demi Vollering, will debut Red Bull helmets at the Tour de France Femmes.
What does Red Bull's full-team sponsorship of FDJ United-Suez signal about the commercial future and growth of the women's WorldTour?