Mini Briefing Pack March 2019 - caytoo
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Mini Briefing Pack 1
March 2019
CYCLING
CYCLING SUMMARY
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The following presentation is a brief look at Track
& Road Cycling and what the future holds for these
two hugely popular cycling formats.
• Professional cycling attracts sponsorship from major global brands.
• Competition consists of world class teams and individuals racing in track and road disciplines.
• Professional cycling has a packed calendar of world-wide events, from the UCI men’s and women’s
Union Cycliste World Tours to the Olympic Games.
• The international road cycling competition scene enjoys significant global broadcast, livestream and
in-event audiences.
• The Tour De France alone attracted 3bn global viewers, third in popularity after the Olympics and
World Cup.
• Cycling was Team GB’s second most successful sport at the Rio Olympics in 2016 and remains the
most funded sport by Sport England, second only to Rowing.
• In 2016, the Women’s World Tour had a viewership of over 80 million, by 2017 it had increased by
55% to reach 124 million viewers.
• In 2018, the UCI confirmed that it will create an eSports World Championships and draw up rules for
virtual cycling races for digital platforms.
CYCLING
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Cycling is one of the world’s most popular sports
with competition currently existing under two main
disciplines; track and road. British cyclists remain a
force of dominance on a global stage with an enduring
legacy of international and Olympic success.
Road cycling is the sport’s most widespread competitive discipline, with cyclists tackling varying
terrain routes through a series of bunched events. Their lightweight bikes are engineered for speed,
with narrow high-pressure tyres and dropped handlebars to aid aerodynamics and 22 gear-ratios for
varying terrains. The Tour De France is one of the world’s best-known men’s road races, taking place
in 21 stages over 23 days. There is currently no women’s Tour, with the nearest equivalent being the
10-stage competition, La Course. However, the rise of The growth of women’s cycling hails a new era
of elite competition, Team Drops leading the charge as the only British UCI registered team and will be
competing on the 2019 World Tour.
In contrast, track cycling events take place in velodrome arenas on a 250-meter oval track, consisting
of two straight sections connected by 180-degree bends. Generally made of pine wood, the track
is angled steeply at 45 degrees on which cyclists reach speeds of over 85 mph, pedalling at 110-
130 revolutions per minute on fixed-gear bikes without breaks. With modern velodromes built both
outdoors and indoors, track-cycling is a spectator friendly, year-round cycling discipline. London 2012’s
award-winning Velopark has a capacity of 6,759 seats.
Outside the velopark, the sheer geographic reach of road cycling races opens up opportunities for
brands to gain considerable exposure through activations on the ground alone, in addition to those
through live and digital broadcasts. But both on and off the track, the dominant status of British
athletes as competitors underpins partnerships in cycling, offering a great foundation from which to
build high impact partnerships and align with a reputation of success.
CYCLING ROAD COMPETITION STRUCTURE
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The UCI international road competition calendar sees hundreds of events being held
globally and year round. Ranging from the Tour de France through to the UCI Continental
Tour de Yorkshire, the cycling calendar is packed with events. More are held in Europe
than in other parts of the world, though there are a growing number of events being held
in China and Africa.
UCI Women’s World Tour Men’s UCI World Championships British Cycling & HSBC Time Trial Road Race
Type: Top tier international road Type: Single, stand alone annual Type: British domestic competitions open to British talent. An individual time trial (ITT) is a road Typically a single day race at the
cycling event, 23 events and 5 Teams World Championships for road race Details: HSBC British Road Cycling Championships bicycle race in which cyclists race Olympics. The course may run from place
Details: 23 races in total including the and individual time trials. HSBC National Circuit Championships alone against the clock on flat or to place or comprise of one or more laps.
Ovo Energy Women’s Tour. Features Details: A single competition held over HSBC National Women’s Road Series rolling terrain, or up a mountain The men’s course in 2016 ran at 150.1
British team ‘DROPS’. Additional several days - open to any elite cyclist. miles. With the women’s 87.6 miles.
Women’s second tier elite competition Being hosted in Yorkshire, UK in 2019.
structures are due to be added in 2020.
Para
Men’s UCI World Tour Men’s UCI Continental Circuits Para Para-cycling currently includes
individuals with cerebral palsy, visual
Type: Top tier international road Type: Second tier men’s elite UCI Para-cycling Road World Championships
impairments and physical impairments.
cycling event, 37 events and 18 Teams international road cycling. UCI Para-cycling Road World Cup
Road cyclists compete on handcycles,
Details: 37 races in total including 3 Details: Continental based
trikes, tandem bikes or bikes
very prestigious races Giro d’Italia, competitions featuring elite cycling
depending on their condition.
Tour de France and La Vuelta Ciclista a teams, held in, Europe, Oceania, Asia,
EspanaAnnual. Features Team Sky. North America, South America.
Under the UCI there are 5 continental governing bodies responsible for the promotion
and development of cycling in their regions. In Europe this is the European Cycling
Union (UEC). It organises the European Championships and European Cups.
CYCLING ROAD COMPETITIONS CALENDAR
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Road cycling calendar in a typical non-Olympic year.
* Key Events in that month
NUMBER OF RACES LOCATION
9 *La Vuelta
UCI MEN’S WORLD TOUR 8 Ciclista a España UNITED KINGDOM
*Giro d’Italia
5 EUROPE
4
*Tour de France 3 AFRICA
2 2 2
1 1 ASIA
AMERICA
J F M A M J J A S O N D OCEANIA
UCI WOMEN’S WORLD TOUR *RideLondon Classique
UNITED KINGDOM
*La Course by
Le Tour de France EUROPE
5 5 *Madrid Challenge
4 *OVO Energy by La Vuelta
3 AFRICA
Women’s Tour 2 2
1 1 ASIA
AMERICA
J F M A M J J A S O N D OCEANIA
UCI CONTINENTAL CIRCUITS UNITED KINGDOM
54 EUROPE
44 46
35 40
35 AFRICA
29 26
22
7 3 ASIA
1
AMERICA
J F M A M J J A S O N D OCEANIA
*British National
UK DOMESTIC RACES Road Championships
*Tour de Yorkshire *OVO Energy
4 Tour of Britain
3 3
2 2 2
J F M A M J J A S O N D
CYCLING TRACK COMPETITION STRUCTURE
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The UCI has led the commercial overhaul of track cycling since 2016. With the removal
of repetitive aspects from its programme, the atmosphere inside the velodromes has
become even more electric, while programme scheduling is now more accurate, enabling
the best possible collaboration with live TV production. Some track cycling events like
the Six Day Series even incorporate a live DJ and atmospheric lighting to attract an
audience broader than track cycling enthusiasts.
Tissot World Track Championships Masters World Championships Six Day Series British Cycling & HSBC: Endurance Para
Type: A single event held annually Type: an annual single competition open Type: A series of six events held in major HSBC National Track Championships Endurance races are held over longer The para track cycling events include
with cyclists competing as individuals to elite cyclists aged 35 years or older. cities across the world London, Berlin, HSBC National Track Series distances. Events under the endurance Tandem sprint (men), Team sprint (men
and as part of their National Teams. Details: Being held in Manchester in 2019. Copenhagen, Hong Kong, Manchester, discipline are: Individual pursuit, Team and women, mixed event), 500 m or
Details: Awarded to a different city Melbourne and Brisbane held in the evening pursuit, Scratch race, Points race, 1000 m time trial (men and women) &
every year. In Poland in 2019 and and with a “party atmosphere” Madison & Omnium. Individual pursuit (men and women).
returning to UK in 2023. Details: Typically two cyclists in a team
with one cyclist competing whilst the other
rests. They compete in four different event
Tissot Track World Cup Para Sprint
formats and accumulate points.
Type: a multi race tournament held Annual World Para Championships Sprint races are generally between 8
annual over a track cycling season, mirrors the able bodied format. and 10 laps in length but can be less.
typically October to February. The focus is on raw sprinting power
Details: Entry is open to National and race tactics over a small number
Teams. This is an elite level event, of laps to defeat opponents. Sprint
though the World Championships and events are: Sprint, Team sprint, Keirin &
Olympics attract slightly more ranking Track time trial.
points than the World Cup.
Under the UCI there are 5 continental governing bodies responsible for the promotion
and development of cycling in their regions. In Europe this is the European Cycling
Union (UEC). It organises the European Championships and European Cups.
CYCLING TRACK COMPETITIONS CALENDAR
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Track cycling calendar in a typical non-Olympic year.
* Key Events in that month
NUMBER OF RACES LOCATION
ALL TRACK EVENTS
5
UNITED KINGDOM
3 3 EUROPE
2 2 AFRICA
1
ASIA
AMERICA
OCEANIA
J F M A M J J A S O N D
CYCLING TITLE SPONSORS OR PRINCIPAL PARTNERS
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Major national and international road cycling championships attract large
multinational title sponsors, with a slight bias towards financial services, especially
in the UK. The Tour de France and Giro d’Italia do not have a single title sponsor but
a selection of main partners whose branding appears on jerseys. Secondary sponsors
often comprise endemic brands, be they, cycling specific such as gear manufacturers
Shimano or related equipment such as Skoda or Toyota who provide support
vehicles. Skoda also sponsor the Unofficial Women’s Tour de France, a group of
thirteen women who for the last four years have completed the Tour de France route,
completing each stage one day before the mens race. British Road Championships Tour of Britain Tour de Yorkshire
ROAD ROAD ROAD
The Track Cycling Six Day Series which has been running since 2014, whilst always
attracting sponsors, recently began to attract title sponsors for the first time.
Phynova, a British life science company, sponsors the London and Manchester 2018/9
events and Prudential have sponsored the Hong Kong event. Asian Games gold
medal cyclist Leung Chun-wing, remarked after the inaugural Hong Kong Six Day
Series in March 2019, “The atmosphere is like the Rugby Sevens in Hong Kong, good
competition on the field and a party-like atmosphere in the spectator stands.” ASDA Tour de Yorkshire Women’s Race Surrey Classic La Vuelta a España
ROAD ROAD ROAD
Unofficial Women’s Tour de France UCI Track Cycling World Cup British Track Championships
ROAD TRACK TRACK
Tour de France Giro d’Italia
No overall title sponsor, but five No overall title sponsor, but five
main partners whose branding main partners whose branding
appears on jerseys. appears on jerseys. Hong Kong, Six Day Series, PRURide London, Six Day Series Manchester, Six Day Series
ROAD ROAD TRACK TRACK TRACK
CYCLING SPONSORSHIP UNIVERSE
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The below pie chart shows British cycling teams and competitions sponsorship by Sponsors by Industry: Rights in Cycling in Britain (Track and Road)
industry. Sports Apparel, Equipment and Retail dominate the landscape. There are
also a significant number of automotive, financial & professional services and alcoholic
beverages brands active in cycling sponsorship.
• Sports Apparel, Equipment and Retail dominate cycling sponsorships with more a greater
volume of commercial partnerships with cycling teams than competitions. Most of the
sponsors are endemic cycling brands. For example, Pinarello & Kask partner with Team Sky
are official suppliers of specialised cycling equipment.
• Automotive brands have also associated themselves with cycling. The commercial
partnerships often act as complements to the teams. Ford and Skoda supply cars to carry
the team equipment and other supplies during road races.
• Food & Beverage brands, all non-endemic, are fairly active in cycling sponsorships particularly
at competition level, for example: Soreen, Lamb & Watt, Gusto Organic & Eisberg.
• Professional and Financial services have a varied involvement in cycling. HSBC are title
sponsors of British Cycling and the British Road Cycling Championships. Prudential
are active in road and track cycling. There is also a selection of smaller firms such as
cycling insurance provider Yellow Jersey partners with the RideLondon - Surrey
Classic competition.
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