Cycling
VRT affords security to Flanders Classics and its sponsors
Cycling’s Flanders Classics will continue to receive crucial domestic free-to-air broadcast coverage in Belgium in an agreement that will be welcomed by race sponsors.
China moves into UCI WorldTour with XDS-Astana Qazaqstan deal
Astana Qazaqstan states the draft agreement provides for long-term investment for a period of at least five years and financing at the level of leading WorldTour teams.
BigMat ups cycling backing as first 2027 UCI Worlds sponsor
A four-year contract will see BigMat back seven UCI World Championships, including the 2027 Cycling World Championships in Haute-Savoie, France.
Ex-World Rugby CCO Hill named commercial director of Ineos cycling team
Tom Hill, a former commercial executive at World Rugby and Manchester United, has joined UCI WorldTour professional cycling team Ineos Grenadiers as its commercial director
WBD sells back majority stake in Play Sports Network
Warner Bros. Discovery’s five-year ownership of cycling media company Play Sports Network has come to an end as the media giant continues to reshape its digital operations.
British Cycling returns to banking sector in major Lloyds sponsorship
A deal unveiled between British Cycling and Lloyds Bank represents the largest new sponsorship brought on board by any UK sports governing body in the last 18 months, the cycling body claims.
Whoop adds title sponsorship of Mountain Bike World Series to UCI link-up
Wearable technology company Whoop has built on its existing links with the International Cycling Union (UCI) by becoming title sponsor of the organisation’s Mountain Bike World Series.
British Cycling engaging agencies as it takes on Tour of Britain delivery
British Cycling has indicated it will be willing to engage the support of sports marketing agencies after taking on the responsibility for delivering this year’s Tour of Britain men’s and women’s road races.
Red Bull makes road cycling move with Bora-Hansgrohe acquisition
Energy drinks company Red Bull appears to have made a significant move in road cycling by acquiring the Bora-Hansgrohe team
RTL makes cycling push with Infront deal for Flanders Classics
RTL, the French-language free-to-air broadcaster in Belgium, is to succeed public-service rival RTBF as the domestic rights-holder of the Flanders Classics, the country's leading road cycling events
Decathlon takes on title sponsorship of French UCI WorldTour team
French sporting goods retailer Decathlon has been announced as the new co-title sponsor of UCI WorldTour team AG2R Citroën, with the French automotive manufacturer downgrading to a lower-tier partnership …
Team Dsm-Firmenich adds second title sponsor with PostNL delivery
UCI WorldTour cycling outfit Team dsm-firmenich will take on a new identity for the second time this year, with Dutch logistics company PostNL signing on as a co-title partner.
GCN platforms the latest victims of WBD’s OTT restructure
Warner Bros. Discovery is to shut down GCN+ and the GCN App, the direct-to-consumer cycling platforms, in its latest restructuring move in the digital space
UCI’s Track Champions League gets metaverse treatment for London finale
This weekend's International Cycling Union (UCI) Track Champions League in London is to enter the metaverse in a bid to engage with fans worldwide, Warner Bros
British Cycling cancels SweetSpot promoter deal alleging missed payments
The Tour of Britain cycling race is at risk of being cancelled after British Cycling alleged race promoter SweetSpot owes hundreds of thousands of pounds in unpaid race licence fees.
LCL continues to ride in yellow with Tour de France
French financial services LCL has agreed a five-year extension to its historic connection with the emblem of the Tour de France, the cycling Grand Tour’s iconic yellow jersey.
Flanders Classics brings Amstel Gold Race into portfolio
Flanders Classics, the Belgian cycling event organiser, is to assume management of the Amstel Gold Race, the biggest cycling classic in the Netherlands, from the 2025 edition, it was announced today (Thursday)
Infront bolsters cycling portfolio with broad Tour of the Alps remit
Infront has struck an extensive five-year deal to commercialise the Tour of the Alps, the elite men's road cycling event on the second-tier UCI ProSeries