The French Cycling Federation (FFC) and its marketing agency In-Yellow have appointed marketing and media sports rights management firm, Sportfive, to exclusively market the rights of its new multidisciplinary professional cycling team.
FFC president David Lappartient announced the creation of a French multidisciplinary and mixed professional cycling team to take part in the International Cycling Union (UCI) World Tour earlier this year.
Sportfive will advise the team on sports partnerships, brand and business strategies, using the international network of Lagardère Unlimited.
Lappartient said: "It is important that we perform in the professional sector, which is a showcase for our sport. To succeed in this project, we need skills, and we need the mobilisation of all economic and sport actors to make our country the world's leading nation across all cycling disciplines."