Tour de France launches new UK-only partnership platforms

Tour de France owner Amaury Sports Organisation (A.S.O.) has announced the launch of geo-localised partnerships on a country level, giving brands the chance to associate with the Tour de France on a UK-only basis from 2019.

In addition, the rightsholder has revealed plans to run a first-ever UK mass participation sportive alongside road cycling's blue ribband event, which will be called L’Etape UK by Le Tour de France.

Discovery plans global cycling platform with Play Sports Group takeover

Discovery has unveiled plans to create “the number one cycling media ecosystem in the world” after taking a controlling stake in digital sports media company Play Sports Group.

The deal will see Discovery increase its existing investment in Play Sports Group to 71%, underpinning plans to combine the reach of cycling content and community platforms such as Global Cycling Network, Global Mountain Bike Network and Global Triathlon Network with Discovery’s position as a leading cycling broadcast rightsholder in Europe.

Funding boost for British Cycling

Sport England has provided British Cycling with a funding injection worth £5,690,000, taking its total investment in grassroots cycling to more than £17m.

The cash will be used by British Cycling to continue working in the mass market over the next two years, encouraging those who currently cycle less than once a week to ride their bikes more regularly.

Sky surprises industry with sudden cycling withdrawal

Secondary sponsors of Team Sky are among those seeking assurances about the future of the British cycling outfit, following Sky’s sudden withdrawal from its partnership with the Tour de France-winning team.

The broadcaster, which this year agreed a £37 billion takeover by Comcast, had been expected to review its investment in cycling in the wake of the deal.

But team owners, athletes and other sponsor brands including Pinarello, Kask and Shimano are understood to have been surprised by the sudden nature of the withdrawal, which will come into effect at the end of 2019.

UK Sport braces for Varnish verdict

UK national governing bodies are braced for the outcome of a Manchester Employment Tribunal hearing, which is due to make a ruling in Jess Varnish's long-running case against British Cycling and UK Sport.

The former British elite track cyclist was dropped from British Cycling’s elite programme in the spring of 2016, a few months prior to the Rio Olympic Games.

Zwift to power British Cycling’s first VR champs

British Cycling has agreed a two-year partnership with online training platform Zwift, which will see the creation of a new British Cycling eRacing Championships.

Zwift, which will also become the official training community of British Cycling, will help to power a first-ever national-level virtual reality cycling event in 2019.

It follows moves by cycling’s international governing body, the UCI, to introduce a global eSports World Championships using VR.

Dark Horses delivers UK Peloton launch

London-based sports creative agency Dark Horses has launched the first UK advertising campaign for US cycling technology brand Peloton.

Peloton turned to Dark Horses to help bring its fully immersive workout experience to viewers across the country in a multi-channel campaign.

The sports marketing agency was appointed by the at-home studio cycling technology brand in the summer to act as its creative agency ahead of the company’s UK launch.

‘Wisden for Cycling’ launches at sold-out Rouleur

Rouleur magazine’s annual, three-day cycling exhibition in London has announced a first night sell-out as the event gets underway.

Leading names from the sport including Eddy Merckx, Sir Bradley Wiggins and Fabian Cancellara are all set to take to the stage at Victoria House in London.

The event will also see the launch of The Road Book 2018 – a new publication created by sports and entertainment industry veteran Jonathan Marks.

Wiggins to MC at Six Day London

The Phynova Six Day London event takes place this week at Lee Valley Velopark, with five-time Olympic Champion and Tour de France winner Sir Bradley Wiggins set to take on the role of presenter for Friday evening’s session.

The “sportainment”-based track cycling concept is returning to London for its fourth year, combining world-class racing with music, food, drinks and a party-style atmosphere.

NAMEDSPORT> in Tour de France deal

Tour de Yorkshire sponsor, NAMEDSPORT> has announced a five-year deal with the Tour de France as Official Partner of the Team Classification.

As part of its partnership, the Italian Sports Nutrition company, will have a branded race number on the jersey of the leading team for each of the 21 stages. 

The Tour de France partnership adds to an existing relationship with Giro d’Italia and La Vuelta a Espana further cementing the brand’s position in cycling.


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