JEROME BOUCHAT, Managing Director, Nielsen Sports Belgium
Germany is the biggest market in Europe, so it is crucial. The Tour de France starts in Dusseldorf next year and the Tour of Germany, which disappeared several years ago, back again. There are also a lot of good German riders which has led to German brands re-appearing, for example Bora-Hansgrohe, a German team with German sponsors that have invested a lot of money. Outside of the commercial scene, the credibility and image is vital.

“More widely, we are seeing a lot of investment from watch and timing brands: Tissot has come in to cycling and provide official timing for all the ASO races and Tag Heuer has signed up as a co-sponsor of the BMC team. We have also seen a team like Astana which has been part of a government tourism strategy and next year we will have the Bahrain Merida team which is investing a lot, plus new investment from Abu Dhabi. The UCI’s new strategic partnership with Wanda to grow the sport in China, including plans for a new World Tour race, opens up further opportunities in a key market.”

Download the full report for free