The Warehouse, 47-49 Cowleaze Road, Kingston Upon Thames, KT2 6DZ
+44 (0)208 541 3434

Website version

Cannondale has replaced a spoke, but Pro Cycling’s bike is still broken

Performance Communications Author Image Performance Communications | September 12, 2017

It is fantastic news that Cannondale has a new sponsor for 2018 in the shape of Education First, but the fact that disaster has been averted in this instance must not detract from the stark reality that the sport’s commercial model remains broken.

It is amazing that such an inequitable status quo has lasted until now. How long until we hear the next World Tour team is teetering on the brink as a result of a sponsor shifting its strategy? How many times must we hear that the sport’s commercial framework is fragile before action is taken to fix it? It is a broken record…change it now, please!

From where I stand, there is only one solution – which is that ASO (organisers of Tour de France & Vuelta a Espana) and RCS (Giro d’Italia), along with other key event stakeholders, must sit down with the teams and agree a mutually beneficial way forward, building from the cornerstone of a revenue share for the sport’s Grand Tours which together account for the majority of cycling’s commercial revenues.

As it stands, TV revenues from these events are not shared by organisers. Sponsorship remains the teams’ one significant revenue stream and inevitably every sponsorship, however committed, is finite.

But ASO and RCS don’t want to share the spoils. They are very happy with the model as it stands…and why wouldn’t they be?

However, there can be no race without the star riders, so armed with a sleeve full of aces, the teams must act together to force a compromise; to provoke debate; to forge a new deal.

Faced with the threat of universal rider withdrawal from the Tour de France, the sport’s golden goose, ASO will have no option but to listen and engage…and if they listen, RCS will too.

The recent creation of VELON to represent the World Tour teams’ interests and improve the fan experience has already demonstrated that the teams are able to work effectively together.

When challenged about how they use the considerable Tour de France TV revenues for the good of the sport, ASO will point to the fact that prestigious stage races like the Critérium du Dauphiné and Paris-Nice only still exist as a result of its commercial intervention.

However, if as part of a new deal, the teams and the organisers were to agree a calendar of events that they would all be bound to compete in, all promote and all share revenues from, then what better way to preserve a secure future for all the sport’s crown jewels.

The situation is not unlike that which existed in Formula One before the first Concorde Agreement was struck – between warring FISA (rule makers) and FOCA (teams) in 1981. Several races had to be cancelled and global sponsors threatened withdrawal, before the landmark 13-hour meeting, orchestrated by Bernie Ecclestone and Max Mosely – achieved an equitable and more productive way forward for all parties.

The reluctance of individual teams and riders to take action is understandable. In isolation, rebellious teams can easily be replaced on the start line, and thereby lose their sponsors’ biggest shop window of the year. Riders are typically on short contracts, so as a breed are disinclined to make any kind of fuss.

The start list for this year’s Tour de France, staged across a country which is no stranger to strikes, featured two French teams and no less than thirty nine French riders. So what are they waiting for? Aux armes, citoyens!

In terms of an honest broker, there is surely a role here for the UCI. If the new President Lappartient doesn’t have a taste for it then perhaps Bernie and Max can be tempted back into the fray?


Related stories.

Performance Communications Transitions To Employee Ownership

Performance Communications, a leading provider of specialist communications services to the Automotive, Sport and Technology industries is delighted to announce that it has transitioned to employee ownership via an Employee Ownership Trust (EOT). The move secures the agency’s long-term independence and will provide its employees with both a greater level of involvement and a share […]

Cricket at the Olympics, it’s just not cricket!

Let’s set the record straight, I don’t like cricket, I love it* but cricket at the 2028 Olympics, is that really necessary? The IOC has announced the five new sports that will be included in the 2028 Los Angeles Olympic Games. Funnily enough some of the new sports that will appeal to a Northern American […]

Top 5 Sports Documentaries – The Power of Sports Documentaries

It seems that recently a new pro sports documentary appears on an almost daily basis, 24-7 viewing if you need to get away from the family over Christmas! While the docs undoubtedly provide the streaming channels with engaging content to draw subscriptions and drive revenue, should sporting associations or teams always give the green light […]

Unveiling Threads: Exploring the Disruptive Factors and Success Behind the New Social Media App

In a rapidly evolving social media landscape, new platforms emerge, seeking to disrupt the status quo and capture users’ attention. Can Threads go the distance though?

What are the pros and cons of an EV Motorcycle (According to ChatGPT)

What happens when you ask AI tool ChatGPT to create a blog article for you? Well, judge for yourself…   Electric-powered motorcycles are becoming an increasingly popular option for riders who are looking for an environmentally friendly and low-maintenance mode of transportation. In this article, we’ll take a look at some of the pros and […]

Our favourite World Cup PR campaigns

The biggest stage in football is just days away as all attention turns to Qatar for what is set to be a competition like no other. With over 3.5 billion people watching the 2018 edition in Russia, including 1.12 billion for the final match alone, the World Cup provides brands with an unrivalled platform for […]

Its time to place human stories at the heart of the advanced air mobility market

If you ask me to imagine the future, the first thing my mind often flicks to is the opening scene of Futurama – with flying cars and robotaxis gliding over giant skyscrapers. This always felt like an incredibly distant vision but autonomous flying machines are here today and they are already doing a lot of […]

The UEFA Women’s Euros 2022

Now the crescendo of excitement of England’s Euros triumph has subsided, Nicola McKelvey takes a deeper look at the huge growth of the women’s Euros and the England team in an article that quantifies and compares the positive momentum of the UEFA Women’s Euros 2022 to previous events. Introduction It’s widely believed that major tournaments […]

Be Bold.

It’s time to come off the fence:


Message us