The IMG Media agency has announced a partnership with Sky Sports, a division of UK pay-television broadcaster BSkyB, to launch a new cycling ‘brand’ called inCycle that will incorporate a new magazine programme of the same name.
The programme will launch on March 19, initially as a 24-minute show to run for 28 weeks across a number of media platforms.
The show, which will be produced by IMG and shown on Sky, will feature news, features, previews and reviews around major international cycling events.
IMG said that inCycle would follow a similar concept to the agency’s Golfing World, which was initially conceived as a television programme in 2010 but is now a multimedia proposition spanning in-flight, digital, social and mobile platforms.
Sky has rights to a number of cycling races, including the Giro d’Italia, Tour Down Under and Milan-San Remo.