PMG Sport widens Tour of the Alps media remit to marketing in three-year deal

Italian streaming platform PMG Sport has agreed a three-year extension to its media-rights deal for cycling’s Tour of the Alps, with the latest contract widening its remit to marketing.

Under the deal, which runs from 2020 to 2022, PMG Sport will be responsible for rights distribution, production, the marketing of advertising spaces and development of sponsorship opportunities.

All rights cover Italy and the rest of the world.

PMG Sport made the deal with Tour of the Alps rights-holder, GS Alto Garda.

The event, which becomes part of world cycling governing body UCI’s Pro Series from 2020, is considered a dress-rehearsal for the prestigious Giro d’Italia.

Last year, PMG Sport acquired digital rights to Italy’s top-tier women’s volleyball league.