Liège-Bastogne-Liège 2026: the ​
​AG Insurance - Soudal women's cycling team will wear a special "Donate Plasma" jersey

Liège, 23 April 2026 – The riders of the AG Insurance - Soudal women's team will wear a special jersey for Liège-Bastogne-Liège this upcoming Sunday, 26 April. Instead of their main sponsors, the jersey will bear a single message: "Donate Plasma", accompanied by the logo of Red Cross.
​The initiative, spearheaded by AG Insurance and with the support of Soudal, is designed to draw attention to a little-known yet vital public health issue: the shortage of plasma in Belgium.

Plasma: vitally needed, yet still widely unknown

Plasma donation. A simple act, unfortunately still too rare in Belgium. Yet plasma plays a crucial role in treating patients suffering from primary immunodeficiencies, autoimmune disorders and severely burnt victims. In Belgium, almost 25,000 patients rely on plasma-derived therapies every year. And when you consider that up to 130 donations are needed every year to complete a single treatment, you realise just how crucial these donations are. Faced with growing demand and dependence on foreign plasma, mainly from the US, the Belgian Red Cross associations regularly run recruitment campaigns. Bringing their message to the public at large is extremely important.

Leveraging cycling to raise awareness during the Liège-Bastogne-Liège race

Cycling is a sport that draws large crowds, and the legendary Liège-Bastogne-Liège race, nicknamed "La Doyenne" (the oldest), is certainly no exception. Along the roadsides, in the city of Liège, and watching their screens, thousands, if not millions of people will be following the men's and women's races. For AG Insurance and Soudal, giving up their place on the jersey for the duration of a race is a practical way to bolster the awareness campaigns carried out by the Red Cross. The AG Insurance - Soudal women's team will therefore ride under the "Donate Plasma" motto. It's a reminder that donating plasma is simple and can make a major difference to the treatment of patients who need it*.

AG Insurance Soudal Donate Plasma 01AG Insurance Soudal Donate Plasma 02

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Removing two logos to convey a key message

Rob Maes, Head of Corporate Marketing, Communication & Sponsorship at AG Insurance: "The idea came naturally to us: we would replace our logo on the team's jerseys, during one of Belgium's biggest cycling events, to serve a little-known yet crucial public health cause. We're proud to give up our spot on the jersey to the Red Cross and the Donate Plasma message. Every new donor counts, and as an insurer committed to prevention and health, we want to play our part in tackling this societal challenge."

Dirk Coorevits, CEO Soudal: "We do a lot of charity work at Soudal, and we are delighted to now be able to link this to our sports sponsorship. We wish the best of luck to our women’s team!"

Thomas Paulus, Belgian Red Cross: "Our goal, by 2029, is to reduce our country's dependence on foreign plasma and achieve a level of self-sufficiency. In 2026, together we are aiming to recruit 14,000 new donors to reach 22,000 additional donations, split between Wallonia and Flanders. Having this kind of visibility on the jerseys of the AG Insurance - Soudal women's team is a tremendous boost to our campaigns to recruit new donors. Thank you to AG Insurance and Soudal for supporting us in this challenge."

Jolien D’hoore, sportive manager AG Insurance - Soudal Team: We're proud to be wearing this special jersey on Sunday as we ride in one of the most legendary races on the classics calendar. The message is clear: in just one hour, a plasma donation can help severely ill patients. If we manage to attract new donors by wearing this jersey, we will have helped to treat and cure many patients."

For any questions about plasma donation, and to find out where you can donate plasma, visit www.donneurdeplasma.be (FR) or https://www.rodekruis.be/wat-kan-jij-doen/geef-bloed-of-plasma/alles-over-plasma/ (NL).

^{*Plasma donation is subject to medical conditions and a prior interview with a doctor.}

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