Velon and the sports marketing company Infront Sports & Media, which was integrated into Wanda Sports last year, have announced the signing of a 10-year partnership deal regarding rider data capture and distribution during races.
Velon, the business venture that includes 11 of the 18 current WorldTour teams, made the announcement on Tuesday.
Under the deal, Infront will offer their technology, media production and sports marketing expertise to Velon, with the initial aim of making live race data available to fans.
Infront will involve their subsidiaries Host Broadcast Services (HBS) and Omnigon, so bikes can carry the necessary technology to live stream performance data and video feed into race coverage.
“Our partnership enables us to make a major step forward to enable data to be shared with fans and it is going to be fantastic,” said Graham Bartlett, chief executive of Velon.
“Cycling is a key sport in Infront’s long-term strategy and also an important pillar of the wider Wanda Sports Holding business,” said Stephan Herth, executive director of Infront.
“We are therefore proud to partner with Velon in revolutionising the cycling experience of the fans, as well as the way that the sport is positioned and marketed in the digital sphere.
Proofread by John Devlin.