The International Cycling Union (UCI) and the international sports marketing company Infront Sports & Media have announced an agreement for broadcast coverage of the UCI Road, Track, Mountain Bike and BMX World Championships as well as the UCI Track Cycling World Cup for the years 2013 to 2016.
Marking a strategic shift in worldwide coverage after cyclingâs unprecedented success at the 2012 Olympic Games in London in all disciplines, Infront Sports & Media will become the UCIâs exclusive agency to distribute the federationâs media rights globally, with the exception of the USA and Japan.
âThe UCI is delighted to have this new and dynamic partner which has significant worldwide sales powerâ said UCI President Mr Pat McQuaid. âInfront Sports & Media has a large network worldwide which is totally in line with the UCIâs goal to universalize cycling. Cycling is going through a boom as seen at the recent London Olympics. Our aim is to work together to continue to reinforce the development of cycling across the globe and the draw of our sport as a high appeal television product, which merges tradition and innovation in all disciplines.â
Free-to-air coverage forms an important basis to this agreement. It will favour a flexible approach in order to find the best broadcast outlet for UCI events in each individual territory. âWe will use their drive, their expertise and their input for the long-term development of cycling,â said the UCI President.
Philippe Blatter, President & CEO of Infront Sports & Media, said: âWe are very much looking forward to contributing our comprehensive expertise in media rights distribution to further strengthen the international coverage of the prestigious UCI World Championship events. Our dedicated team shares the UCI vision to strengthen the public positioning of its various properties â in both the well-established and the growing disciplines â and to ensure access for the broadest possible cycling fan base around the globe."
In the longer term, the UCI and Infront Sports & Media envisage to collaborate also in other areas, including the centralised media production, sponsorship distribution and the introduction of new technologies, such as such as digital media solutions.
UCI Communication Services