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Broadcast partners sign up for Hammer Series debut

The Infront Sports & Media agency has revealed details of a host of broadcast deals it has signed for the new Hammer Series cycling event, which commences tomorrow (Friday).

Infront has created the new team-orientated series with the Velon collective body of pro cycling teams and its inaugural event, Hammer Sportzone Limburg, will take place in the Netherlands from June 2-4.

Infront said key agreements have been secured in well-established cycling markets including Belgium (international sports broadcaster Eleven Sports Network), Denmark (commercial broadcaster TV2), UK and Italy (pay-television broadcaster Bike Channel), the Netherlands (public-service broadcaster NOS and regional broadcaster L1) and on a pan-European basis through sports broadcaster Eurosport.

Infront said it has also secured deals for growing cycling markets in China, Hong Kong and Japan, but further details were not disclosed.

Infront last week announced that the Hammer Series will be live streamed for free via social media platform Facebook and video-sharing website YouTube. The live stream will be available on the Hammer Series Facebook page and will be shared by the 12 competing WorldTour teams plus the four Pro-Continental teams on their pages.

In addition, Facebook will promote the live stream on its Sports on Facebook page. On YouTube, the live stream will be available on the GCN channel, the largest cycling channel in the world, which has more than one million subscribers.

Leading brands have also committed to the maiden event in the form of beer brand Amstel, car manufacturer Mini, life and materials science company DSM and equipment rental company Boels. Each of the brands will benefit from prominent branding on advertising boards and inflatables along the course and a comprehensive hospitality contingent at each of the race days.

The Hammer Series will seek to determine road cycling’s true champion team through a unique race format combining the sport’s three core disciplines.

Each Hammer Series race will consist of three challenges across consecutive days – the Hammer Sprint, the Hammer Climb and the Hammer Chase.