Cycling
Capgemini adds Tour de France to sponsorship set
Capgemini has added the Tour de France to its technology-led premium sports sponsorship inventory in a five-year agreement that also encompasses the wider portfolio of promoter ASO.
EBU locks down UCI World Championships rights
The European Broadcasting Union (EBU) has tied down rights to UCI World Championships events for another seven years, ensuring free-to-air coverage in major markets across Europe
Red Bull revamps sprints in Giro d’Italia sponsorship
The Giro d'Italia has shaken up a key element of the road cycling race's time bonus sprints through a new sponsorship agreement with Red Bull.
WBD Sports exits UCI Track Champions League
Warner Bros. Discovery Sports (WBD Sports) has called time on the International Cycling Union's (UCI) Track Champions League just four years into its eight-year term as promoter.
Tour de France heading back to UK in 2027
The UK will become the first market outside of the Tour de France’s homeland to stage the men's and women's Grand Départs in the same year, with Edinburgh locked in for the former in 2027.
Sportfive to procure global sponsors for Ineos cycling
Ineos Grenadiers, the UCI WorldTour professional cycling team, has hired Sportfive as its exclusive sales agency to land non-endemic global sponsors for the first time.
Okko seals six-year deal for Tour de France
Okko will show up to 20 cycling events per year over the deal's duration from 2025 to 2030, which also includes the Paris-Roubaix one-day race, the UCI World Tour series, and the Deutschland Tour.
Nike returns to cycling with FDJ-Suez women’s team
Nike has agreed its most significant sponsorship agreement in cycling since its ill-fated endorsement deal with Lance Armstrong, announcing a ‘lifestyle apparel supplier deal’ with women’s professional team, FDJ-Suez.
RTL, Infront win cycling antitrust legal case
RTL Belgium’s four-year Flanders Classics rights deal with Infront looks set to remain in place after legal claims raised by Belgian public broadcaster RTBF were dismissed by a Francophone commercial c…
Infront defends Flanders Classics deal amid RTBF challenge
Infront has rejected competition claims raised by French-language Belgian public broadcaster RTBF over the agency’s sale of Flanders Classics rights to commercial network RTL.
ITV out as EBU seals 13-market Tour de France deal
The European Broadcasting Union's new Tour de France deal will continue to ensure free-to-air coverage in 13 countries, but Warner Bros. Discovery is set to enjoy UK exclusivity as long-running coverage by EBU member ITV comes to an end.
British Cycling turns to IMG to support in-house events model
IMG and British Cycling today (Thursday) announced a comprehensive commercial tie-up as the journey continues to revitalise the sport in the country after a period of upheaval
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.