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Sponsorship the key to cycling data rights monetisation

Sponsorship is likely to be the main short-to-medium term revenue opportunity from the partnership between the Velon group of UCI WorldTour cycling teams and the Infront Sports & Media agency signed last month.

The aim of the 10-year partnership, from 2016 to 2025, is to invest in on- bike technology which will produce live performance data and video to feed into the race coverage. It will also, say its advocates, provide reliable revenue streams for the teams which are over-reliant on team title sponsors.

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