Wanda Sports’ Infront and World Cycling Leader Velon Develop Strategic Partnership

Wanda Sports Holding Company’s top international sports marketing organisation Infront Sports and world cycling industry leader Velon made an official announcement on the signing of a 10-year strategic partnership agreement on 23 February, 2016,.

Velon is an alliance made up of the world’s top 11 cycling teams. Based on this agreement, Infront and its subsidiaries, HBS and Omnigon, will leverage their industry-leading technology and expertise in media production and sports marketing to help Velon develop a brand new, long-term, sustainable business model in managing their riders, teams and as well as the sport.

During phase one of the partnership, riders’ real-time data will be displayed during live broadcasts of the races, bringing a revolutionary viewing experience for the fans. During this phase, Velon’s digital presentation will be strengthened, including a revamped website and specialised applications. In the long run, this 10-year agreement represents a major step in fulfilling Velon’s core objectives, which include: bringing fans closer to riders, races and teams; pooling together the interests of the 11 top teams to enhance the financial stability of cycling.

As a strategic partner, Infront’s role covers all Velon’s existing and future commercial activities. Infront will be committed to raising business income for the teams, and working together with key partners such as race organisers and their partners, and the Union Cycliste Internationale (UCI). Infront will leverage its broad experience to provide support to Velon in areas such as marketing, media rights sales, production, digitalisation, and race management.

Velon’s CEO, Graham Bartlett said, “We are excited about this partnership. We have spent more than a year in researching potential partners who understand our objectives and are capable of helping us achieve such objectives. In this area, Infront possesses rich experience, and such experience will play a key role in the long-term sustainable development of professional cycling.”

Executive Director of Infront Sports & Media AG, Stephan Herth commented on the agreement, saying, “Cycling is a very important sport in Infront’s long-term strategy, as well as one of the major pillars of Wanda Sports Holding Company’s businesses. Therefore, we are proud to partner with Velon. Not only will this partnership transform the viewing experience of the fans, it will also revolutionise the digital positioning and marketing model of cycling completely. We will work with our affiliates, HBS and Omnigon, to provide Velon with a series of diversified support in marketing, production, and digital experience, since we share exactly the same vision. We will be committed to developing world cycling, enhancing the awareness of the sport, and ensuring its long-term economic stability.”