German team becomes shareholder of Velon

Velon, the marketing, media and technology company for pro-road cycling, has brought its portfolio of UCI WorldTour shareholding members back up to 11 with the addition of German team Bora-Hansgrohe.

The addition of the team to the Velon board follows a period of collaboration which began at the Giro d’Italia in 2017. Bora-Hansgrohe’s elevation from a partner team to a shareholder gives it a seat on the board and a voice in the continuing expansion of the company. 

The team participated in Velon’s Hammer Series for the first time in Limburg, the Netherlands, last month and its riders – including three-time UCI world champion Peter Sagan (pictured) – have featured in Velon’s live rider data and race media coverage.

Ralph Denk, Bora-Hansgrohe’s team manager, said: “It is important for our sport to think about future developments. I think there is a big overlap in the vision of Velon and my vision of future cycling. They launched a lot of great projects, some may need small adjustments, but you need to be part, to be able to influence those adjustments. That’s why we decided to join Velon.”

Velon was created in 2014 by 11 UCI WorldTour teams to develop new business strategies based on media rights, content production and the development of technology, with the objective of creating new revenue-generating opportunities. The number of shareholding teams dropped to 10 when Tinkoff folded.

Velon also works closely with 10 partner teams on a per-race basis. They include several other WorldTour teams and Pro Continental teams who participate in WorldTour races by invitation of the organisers.

Velon’s list of shareholding teams now consists of: Bora-Hansgrohe; BMC Racing Team; EF Education First-Drapac p/b Cannondale; Lotto Soudal, Mitchelton-Scott; Quick-Step Floors; Team LottoNL-Jumbo; Team Sky; Team Sunweb; Trek-Segafredo; and UAE Team Emirates.

Riders in all participating teams – shareholding and partner – participate in Velon’s live data tracking in races and video content production.

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