Cycling's governing body, the UCI, is facing a challenge: how to grow the sport and improve its appeal to a wider audience. The current calendar, with its bloated and illogical structure, is a key issue. The UCI is consulting with stakeholders to address this, but the question remains: what needs to change to make cycling more accessible and engaging for new fans?
The race calendar is a complex beast, with 36 races across 13 countries and four continents, spanning 168 days. This includes the three-week Grand Tours, stage races, and 21 one-day races of varying importance. Below this, there are lower-level races globally, with teams chasing success, sponsor visibility, and UCI ranking points, despite the risk of rider burnout and an illogical narrative to follow.
Michael Woods, a former rider turned gravel privateer and respected blogger, believes the calendar needs refinement. He wants to see the best racers at the best races as much as possible, with regular battles between top riders on different terrain. This is a key point, as it would create a more engaging and narrative-driven sport.
The One Cycling project, which aimed to have teams send their best riders to specific races, is a step in the right direction. However, other sports, like tennis, have simpler formats and calendars that are easier to follow and more engaging. Tennis has a logical structure, with the four Grand Slams and a clear seasonal narrative.
Cycling needs to change to reflect the demands of modern-day cycling and the fans. Woods suggests getting rid of the battle for UCI ranking points and reducing the size of the peloton to improve race safety. This would create a more stable and safer environment for riders, which is crucial for the sport's long-term health.
Fan engagement is another critical aspect. Bas Tietema, owner of the ProTeam Unibet Rose Rockets, has done more in three years to boost the appeal of pro cycling to a new, younger generation than some teams have in three decades. Their team employs almost as many video and social media staff as riders, creating a constant flow of content about the races, riders, and their successes and failures.
The success of Tietema's team is evident in their YouTube subscribers, which exceed those of the biggest WorldTour teams. This highlights the importance of social media and digital visibility in engaging fans and creating a more accessible and appealing sport.
However, cycling still has a long way to go in terms of safety. The SafeR project is a step in the right direction, but terrible crashes still occur. Other sports, like Formula 1, have learned from the past to improve circuit and car designs, and have active associations to defend the rights and safety of their athletes.
Cycling needs to take a similar approach. Reducing the size of the peloton and improving rider contracts and safety could lead to a more stable and safer environment for riders. This would not only protect the sport's biggest assets but also make it more competitive with other sports for sponsorship and revenue.
In conclusion, cycling needs to embrace change to grow and improve its appeal. By refining the calendar, engaging fans through social media, and prioritizing rider safety, the sport can create a more accessible and engaging environment for new fans. It's a complex task, but one that is in the best interest of the sport's long-term success.
