Sports marketing company Infront Sports & Media has revealed that it will split its media distribution of the International Cycling Union‘s (UCI) Hammer Series between traditional and digital platforms.
Infront has distributed the media rights to the new multi-format professional road cycling championship across European linear media platforms such as Belgium’s Eleven Sports Network, Denmark’s TV2, Bike Channel in the UK and Italy, the Netherlands NOS and L1 channels, and pan-European broadcaster Eurosport.
It will, however, be taking a digital-first approach for the inaugural edition of the three-day team cycling event in order to increase the exposure of the new format. A live stream will be available through the Hammer Series’ Facebook page and on YouTube via the GCN channel.
Velon will also provide viewers with its real-time rider data during the various stages to increase accessibility.