Reineke Boot, Commercial Director of Tour of Holland

As of April 7, Reineke Boot will start as Commercial Director of the Tour of Holland at TIG Sports & Events. In her new role, she will be responsible for strengthening and further developing the commercial strategy and partner network of the six-day race.

Boot has earned her stripes in the world of sports marketing. She led various international sporting events, including the start of the Giro d’Italia in Amsterdam in 2010. She then held a leadership position for two editions of the Volvo Ocean Race and was the General Director of SAIL Amsterdam 2020.

With Boot’s appointment, the Tour of Holland takes an important step towards further professionalization and positioning the event as the season finale of the international cycling season.

“The Tour of Holland stands for top-level sports, innovation, and fan experience. The ambition to include both men’s and women’s races in the future is fantastic and aligns with developments in both (elite) sports and society. I see it as a challenge to commercially strengthen this unique Dutch cycling initiative and look forward to taking this on as part of the TIG team,” said Reineke Boot.

The first edition of the Tour of Holland will take place from October 14 to 19, 2025. The race will feature six stages across the Netherlands, holds a UCI 2.1 status, and aims to become a regular fixture on the international cycling calendar.