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Infront adds Tour de Romandie to cycling portfolio in long-term rights deal

The peloton crosses the town of Romont during the 75th Tour De Romandie (Photo by RvS.Media/Basile Barbey/Getty Images)

The Infront agency has bolstered its cycling portfolio by acquiring global media rights to Switzerland’s Tour de Romandie until 2029.

The deal begins with the women’s race next month and will include the men’s event from spring 2024. The agreement also incorporates a “strategic sponsorship collaboration aimed at boosting the commercial potential” of the event, which forms part of the UCI WorldTour.

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