The Union Cycliste Internationale (UCI) today announced a three-year extension and expansion of its exclusive television production and media rights partnership with Red Bull Media House. This agreement (2016-2018) continues to change the way viewers around the world experience the Cross-Country Olympic (XCO) and Downhill (DHI) racing rounds of the UCI Mountain Bike World Cup presented by Shimano on Red Bull TV.
Pro cycling has thrived since the late 1860’s because the sport has constantly reinvented itself to remain fresh and exciting for riders, teams and fans. The first UCI Mountain Bike World Championships were held 25 years ago and steadily rose from an enthusiast sport to a worldwide sensation. In 2012, the UCI partnered with Red Bull Media House to leverage emerging technology to better connect and grow the fan base. This Spring, Red Bull Media House continues to bring the UCI Mountain Bike World Cup presented by Shimano events to a worldwide audience via Red Bull TV.
In tandem with Red Bull TV, Red Bull Media House will use its multiple print, online and social media platforms to spotlight the sport’s riders and fresh faces while allowing fans to tour the host cities and meet loyal fans around the world.
"This extension of our deal with Red Bull Media House is a clear sign of the commitment of our partner to one of the world’s most spectacular cycling disciplines," stated UCI President Brian Cookson.
"With Red Bull Media House as the exclusive distribution agency for the UCI Mountain Bike World Cup, a strategic partnership is in place to increase UCI’s global reach with high quality production, distribution and marketing."
With microphones and cameras along the most thrilling stretches, turns, technical descents, single trails, rocky sections and obstacles within each course, Red Bull Media House will give fans a VIP pass to see every start, bump, jump, lead-change, spill, recovery and comeback along the way. Leading edge technology and interactive streams allow fans to stop, rewind and share the action.
"In our sport there’s a fine balance of being informative and professional without losing the raw emotion and excitement that makes downhill racing so special," said Aaron Gwin, reigning and three-times winner of the UCI Mountain Bike World Cup in Downhill.
"That’s why it's extremely beneficial to have Red Bull Media House supporting and covering World Cup mountain bike racing. Their foundation is action sports, so they can connect to the audience in a very realistic way. Whether it's behind the scenes footage, more cameras on track, or just a reliable live broadcast, they bring the personalities, drama, danger, and uniqueness of the sport into viewers’ homes on a much higher and more consistent level than what’s been done before."
For more information, contact:
Louis Chenaille
UCI Press Officer
+41 79 198 7047
louis.chenaille@uci.ch
John Zerafa
VERO Communications
+44 7813 814 816
jzerafa@verocom.co.uk
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