We welcome Bert De Backer as our WOWOW Brand Ambassador.

We are delighted to announce that Bert De Backer, a former professional cyclist and father of two, has joined the WOWOW family as our brand ambassador. Bert is a well-known and respected figure in the cycling world, and we are excited to have him on board to help us promote the importance of safety and visibility on the road.

Bert enjoyed a successful career as a professional cyclist, competing in some of the world’s most prestigious races, including Giro d’Italia and the Tour of Flanders. 

Following his retirement from professional cycling, Bert remained deeply connected to the sport. He transitioned into the role of commentator and analyst, sharing his expertise and insights with cycling enthusiasts. This ongoing involvement demonstrates his dedication to the sport and his desire to inspire future generations of cyclists.

The perfect fit for us.

Bert’s experience as a professional cyclist provides a unique perspective on the challenges faced by cyclists on the road. He has firsthand knowledge of the dangers cyclists encounter, including low visibility and unpredictable driver behaviour.

Now, as a father of two, Bert is even more acutely aware of the importance of safety. He understands the responsibility of being visible and predictable on the road, not just for himself but for all vulnerable road users. This dedication to visibility perfectly aligns with our WOWOW mission. Bert’s personal experiences and his genuine passion for cycling make him the ideal ambassador to promote the importance of reflective wear for everyone.

Looking ahead.

By working together with Bert, we are confident that we can make a significant and lasting impact on the safety of cyclists on the road.

This partnership is more than just a one-time campaign, this is just the beginning of our journey. Throughout 2024, we will be working together on a variety of initiatives to raise awareness about our shared mission. Stay tuned for more information.


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