The Union Cycliste Internationale, the international cycling union, has awarded the Infront Sports and Media agency its international media rights for four years, from 2013 to 2016.
Infront will distribute rights covering the road, track, mountain bike and BMX world championships, as well as the Track Cycling World Cup, in all territories apart from the US and Japan.
Infront has replaced the European Broadcasting Union, the consortium of public-service broadcasters, which previously had the rights in a three-year deal from 2009-10 to 2011-12.
“The UCI is delighted to have this new and dynamic partner which has significant worldwide sales power,” union president Pat McQuaid said. “Infront Sports & Media has a large network worldwide which is totally in line with the UCI’s goal to universalise cycling. Cycling is going through a boom as seen at the recent London Olympics. Our aim is to work together to continue to reinforce the development of cycling across the globe and the draw of our sport as a high appeal television product, which merges tradition and innovation in all disciplines.”
The union and Infront said they would also explore collaborations in other areas, including centralised media production, sponsorship distribution and the introduction of new technologies, including digital media technologies.