Today Velon announces that it has entered into a revolutionary partnership with Infront Sports & Media, the leading international sports marketing company. The deal will give Velon access to Infront’s market leading technology, media production and sports marketing expertise and enable Velon to build a long term and sustainable economic model for the sport, its teams and riders. The first phase of the partnership will enable live race data to revolutionise the fan experience.
This 10 year agreement is a significant step towards Velon achieving its core goals of, which include:
- Bringing fans closer to the riders, races and teams through technical and media solutions.
- Aggregating the rights of 11 of the biggest teams to improve the financial stability of the sport and thus benefit their staff and riders.
Infront are now Velon’s strategic partner across all of Velon’s new and existing business opportunities; they have also been tasked with growing the commercial revenues/revenue streams with Velon and work with key partners including event organisers, their partners and the UCI.
Technology Solution
Initially this agreement will provide investment into a technology solution to bring the racing alive in an innovative and meaningful new way for the fans. In order to provide the broadest array of expertise, Infront also involves its subsidiaries Host Broadcast Services (HBS) and Omnigon. The agreement will result in the ability for bikes to carry the necessary technology to live stream performance data and video to feed into the race coverage.
“Initially this agreement will provide investment into a technology solution to bring the racing alive in an innovative and meaningful new way for the fans.”
This is pivotal to a core goal of Velon, bringing fans closer to the riders, races and teams, enhancing their experience in following cycling while also growing the core fan base of the sport through this exciting development.
Data capture will include various streams, however what will be publically visible is subject to the outcomes of our discussions with all stakeholders (teams, riders, event organisers, the UCI, broadcasters etc.).
This data will be aggregated, interpreted and made available to race organisers for their broadcasters for use in the race coverage. Data will be handled sensitively so as to respect rider privacy rights and will use filters to ensure that live usage does not deliver a competitive advantage or disadvantage during a race.
On the subject of live streaming data from bikes, Graham Bartlett, CEO of Velon commented:
"We are delighted to be partnered with Infront Sports & Media. Our partnership enables us to make a major step forward to enable data to be shared with fans and it is going to be fantastic. Just imagine how great it will be for fans to see the performance of the riders as they follow races on their screens or see them at the race. This is something that has been available in other sports and now we're bringing it to cycling so fans can better engage with the riders and get a much better experience.”
“Our partnership enables us to make a major step forward to enable data to be shared with fans and it is going to be fantastic.”
Next Steps
In order to realise the technology and data solution, Velon is now:
- Engaging with fans - With Infront we are now embarking on a project to create the ideal platform for all cycling fans to provide a unique experience during live racing with everything they want to know, see and understand.
- Consulting with teams - We are also working with the teams and their riders to share more key rider data that the fans can relate to; riders really want to get their data out as it aids transparency and believability in their abilities and accomplishments, but we fully understand the need for race and rider sensitivity to makes sure neither are compromised in any way.
- Working with race organisers and broadcasters - We will be working with both race organisers and broadcasters on the best solution to provide this information in a meaningful way to the fans through the media.
- Union Cycliste Internationale (UCI) - Finally, we will of course be working closely with the UCI, the governing body, which has been strongly advocating increased technology. We will be working with them in particular to ensure that this initiative fits within the UCI’s regulatory framework.
Graham Bartlett, CEO of Velon, said: “This is an incredibly exciting announcement. We have spent over a year investigating potential partners that understood our goals and could assist us in achieving them. Infront Sports & Media have a vast amount of experience in this area and will be pivotal in developing a sustainable and long term future for pro-cycling.”
“ Infront Sports & Media have a vast amount of experience and will be pivotal in developing a sustainable and long term future for pro-cycling.”
Stephan Herth, Executive Director of Infront Sports & Media, commented on the agreement: “Cycling is a key sport in Infront’s long-term strategy and also an important pillar of the wider Wanda Sports Holding business. We are therefore proud to partner with Velon in revolutionizing the cycling experience of the fans, as well as the way that the sport is positioned and marketed in the digital sphere. Involving also our subsidiaries HBS and Omnigon, we will provide an extensive array of in-house marketing, production and digital experience to Velon, as we fully share the teams’ vision: to engage and grow the global cycling community, enhance the perception of the sport, and ensure long-term economic stability.”
Velon Rider Quotes
Alex Howes, Cannondale Pro Cycling Team, said: "Onboard, live streaming cameras will mean that fans no longer have to settle for simply watching the race, they will be IN the race. In addition, cycling fans are not stupid. Give them realtime race data they will not only understand it but they will analyze and be amazed by it. Bring on the future."
Marcel Kittel, Etixx–Quick-Step, said: “After last year’s “on-board camera” project, this deal is a further step in making cycling a sport that is increasingly accessible to fans, with wider exposure and appeal. On this matter, the use of technology is definitely a revolution in the world of cycling. With this new digital platform, fans can really take a peek inside the heart of the peloton and follow the race like never before. Our sport will become more accessible and more comprehensible. It’s a good sign also for the riders. Together with Velon we can move forward and be an important part of this process to develop our sport.”
Tom Dumoulin, Giant-Alpecin, said: "This is great news for cycling. This agreement is the next step in the modernisation of our sport. With thrilling new technologies, we will be able to engage and bring the sport even closer to the fans, which is of course really exciting!"
Diego Ulissi, Lampre-Merida, said: “When we find the possibility to make cycling a better sport, bringing it closrr to the passionate fans, by means of more solid basis for riders and teams, I feel that these are the opportunities not to be missed. I’m very happy to hear about the new step forward which Velon are taking and the incredible work the teams are doing together.”
Robert Gesink, professional rider, Team LottoNL-Jumbo, said: "One of the goals of Velon is to bring the sport closer to the fans. I can imagine that it's nice for fans to see live data of performances from me and of my rivals. It's good that riders and teams participate in the development of our sport."
André Greipel, Lotto-Soudal, said: “The past two years the spectators already got a taste of the possibilities of new technology and data. Also in other sports the advantage of it has been proven. As a rider I can only welcome the fact that this is a step forward and the possibilities for use are significant. Brilliant collective performances like a lead-out or individual top performances can now be shown to the spectators in another way. And the most important message: if all stakeholders in cycling focus on the general interest of the sport, the possibilities for all involved are very big.”
“This agreement is the next step in the modernisation of our sport. With thrilling new technologies, we will be able to engage and bring the sport even closer to the fans.”
Simon Gerrans, Orica-GreenEDGE, said: "It's great to see such a significant partnership being announced - it bodes really well for the development of how close we can bring the fans to the sport and for exploring an even more global audience in the best possible way.”
Fabian Cancellara, Trek-Segafredo, said: "It’s great to see the teams working together with a new partner to make the sport more sustainable for the future. It is nice to see the technology that Infront and Velon can bring to the sport to give the fans insight into what happens in the peloton.”
Chris Froome, Team Sky, said: “Velon are committed to bringing the fans the best possible race experience and the success of introducing the on-bike cameras has been great to see. This new partnership will enable the Velon teams to look at other exciting and innovative ways to open up cycling to new audiences.”
Velon Team Quotes
“This partnership marks a landmark change in the sport of cycling.”
Simon Thompson, Trek Sports Marketing Manager, Trek-Segafredo, said: “This partnership marks a landmark change in the sport of cycling. The collaboration of the Velon teams and major stakeholders will revolutionize the way the sport is consumed by the fans, by giving a greater insight and understanding of the extreme demands and beauty of the sport and ultimately making it more intimate and exciting for everyone.”
Stefano Feltrin, General Manager, Tinkoff, said: "As a team we can only applaud this partnership. It will bring the sport of cycling into the 21st century and enhance the experience fans have. I think this will lead to a stronger engagement with the audiences, and especially the young fans that represent the future of our sport. Competition among sports to grab the attention of fans is getting fiercer and such a move forward will allow cycling to become even more attractive to a technology-oriented audience."
“This is a key partnership for the future and one that helps Velon take the next important steps.”
Shayne Bannan, Manager, Orica-GreenEDGE, said: “This is a key partnership for the future and one that helps Velon take the next important steps. Since this group has come together, it has gone from strength to strength and this is another significant indication that we are on a very promising track. Partnering up with Infront is an essential step as cycling continues to develop and all the main stakeholders work together on the most important projects.”
Marc Sergeant, Manager, Lotto-Soudal, said: “The cooperation with Infront adds value to the Velon project. Such a long-term agreement is unique and gives stability, similar to the situation of Lotto Soudal. The eleven teams that are part of Velon worked hard the past two years to show the potential of cycling to the fans. The deal with Infront brings new ideas and knowledge to the sport, and will help to achieve one of the goals of Velon – economic stability for the teams. Another objective is the involvement of cycling fans, and with the possibility to capture live data those fans will get to know the sport in a different way.”
“I believe this will help us to take the sport where it belongs; in the hearts and minds of the cycling fans.”
Richard Plugge, Managing Director LottoNL - Jumbo Pro Cycling Team, said: "This partnership is a historical step forward for procycling. We will be working with one of the biggest sports agencies of the world and I believe this will help us to take the sport where it belongs; in the hearts and minds of the cycling fans. Team LottoNL-Jumbo does this already for a number of years and we can now open it up for all the fans and, in the near future, give them a great experience. Together we want to collaborate with the other stakeholders in cycling to grow the sport and give the teams and thus the riders a more sustainable future."
“I have always said that working as a group brings more stability which in turn makes cycling a more interesting sport, not only for the fans, but also for the investors which help make our sport move forward.”
Brent Copeland, Manager, Lampre-Merida, said: “I have always said that working as a group brings more stability which in turn makes cycling a more interesting sport, not only for the fans, but also for the investors which help make our sport move forward. Teaming up with Infront is yet again confirmation of what Velon can bring together as a group. We, at Lampre-Merida, believe this one of the many stable steps forward to help bring more resources to cycling.”
“With the teams and riders at the centre of these developments we are convinced that it can create value and stability for all stakeholders in our sport.”
Iwan Spekenbrink, Manager, Giant Alpecin, said: "The fans are key for any sport. We share the belief that engaging the fans with exciting insights in the sport through modern technology will modernize the sport of cycling and move it forward. With the teams and riders at the centre of these developments we are convinced that it can create value and stability for all stakeholders in our sport and that it will help change the economical model and thus contribute to the realisation of the much needed stability for teams. This partnership with Infront, a leading company and growth driver in global professional sports, is a huge step forward for the sport of cycling, for teams, for riders, and for the other stakeholders in cycling and I like to thank Infront for their trust."
“Velon is working seriously on this project and this fact is an important signal of cohesion and willingness to work together, to develop our sport and bring it to the level of other major sports.”
Patrick Lefevere, Manager, Etixx–Quick-Step, said: “This agreement is a milestone in the world of cycling and sports in general. Through this agreement we will improve the quality of our product and become more attractive on the international sports scene while increasing our exposure. Velon is working seriously on this project and this fact is an important signal of cohesion and willingness to work together, to develop our sport and bring it to the level of other major sports that use technology as a function of their product’s growth. I am sure that this project will allow us in the near future to explore and unlock new commercial revenues streams of which all stakeholders involved will benefit.”
Jonathan Vaughters, Manager, Cannondale Pro Cycling Team, said: “I'm excited about this partnership. The more we can share with fans the better. The more professionally the sport can market itself the better. This is a nice merger of those two elements, and it forges a stronger alliance between teams. I’m looking forward to what Velon will build in the coming years."