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Velon adds more teams to cycling engagement drive

Team Dimension Data has become the latest UCI WorldTour outfit to partner up with Velon, the marketing, media and technology company for pro-road cycling, with a host of second-tier Pro Continental squads joining up on a formal basis for the first time.

The new partnerships are part of the growth of Velon’s content sharing platform for the WorldTour, Hammer Series and other top races, where the company’s live race data tracking system and on-board video is being used, giving fans more insight into rider performance as part of the broadcast and digital coverage of the races.

South Africa’s Team Dimension Data has been joined by Pro Continental outfits Bardiani CSF (Italy), Caja Rural-Seguros RGA (Spain), Gazprom-Rusvelo (Russia), Israel Cycling Academy, Nippo Vini Fantini Europa Ovini (Italy) and Team Cofidis (France).

The agreements mean that the teams are included in the Velon content offering. The data system shows rider speed, power (watts), cadence (revolutions per minute) and heart rate as part of the teams’ commitment to opening up the sport and building a fan engagement platform together with Velon.

So far in 2018, riders from the partner teams have helped to expand Velon’s fan engagement at the Tour Down Under, Cadel Evans Great Ocean Road Race, Abu Dhabi Tour, Omloop Het Nieuwsblad, Strade Bianche, Tirreno-Adriatico and Saturday’s Milan-San Remo. The seven new partners join WorldTour teams Bahrain-Merida and Movistar Team, who were already part of Velon’s content offering.

Graham Bartlett, chief executive of Velon, said: “This represents a major landmark for Velon and we’re delighted to welcome all seven teams on board. The thinking behind Velon is all about partnerships, we believe in working for each other and sharing.

“It's the way we see the future growth in cycling’s popularity and how we achieve deeper fan engagement for the sport – something all of the teams work so hard for.”

Velon was initially formed in 2014 with WorldTour teams Bahrain-Merida, Bora-Hansgrohe, BMC Racing, EF Education First-Drapac, Lotto-Soudal, LottoNL-Jumbo, Mitchelton-Scott, Movistar, Quick-Step Floors, Team Sky, Team Sunweb, Trek-Segafredo and UAE Team Emirates.