The International Cycling Union (UCI) has extended and expanded its exclusive television production and media rights partnership with Red Bull Media House under a new three-year deal with the media company.
The agreement, running from 2016 to 2018, encompasses the Cross-Country Olympic and Downhill racing rounds of the Mountain Bike World Cup on online platform Red Bull TV.
In 2012, the UCI partnered with Red Bull Media House to leverage emerging technology to better connect and grow the fan base for the World Cup. Under the new deal, Red Bull Media House will also use its multiple print, online and social media platforms to spotlight the sport’s riders, while allowing fans to tour the host cities and connect with other fans around the world.
“This extension of our deal with Red Bull Media House is a clear sign of the commitment of our partner to one of the world’s most spectacular cycling disciplines,” UCI president Brian Cookson said.
“With Red Bull Media House as the exclusive distribution agency for the UCI Mountain Bike World Cup, a strategic partnership is in place to increase UCI’s global reach with high quality production, distribution and marketing.”