UNION CYCLISTE INTERNATIONALE (UCI) has announced the extension of its long-term partnership with global sports marketing agency IMG to distribute international media rights for its major UCI World Championships until 2031.
The agreement covers all international territories outside Europe, MENA, and China, complementing the renewed deal with the European Broadcasting Union for rights within Europe.
Under the extension, IMG will continue to represent the media rights for the annual UCI World Championships across road, track, mountain bike, cyclo-cross, gravel, and urban cycling (including BMX Freestyle and trials), as well as the UCI Cyclo-cross World Cup. The partnership also includes the next two editions of the multi-discipline UCI Cycling World Championships: Haute Savoie Mont Blanc, France (2027) and Trentino, Italy (2031). Additionally, IMG will manage and license UCI’s media archives in its territories.
IMG has worked with UCI since 2017, significantly expanding global visibility for its events. Recent initiatives include stimulating new interest in cyclo-cross in Japan and restructuring Latin America’s distribution strategy, securing a major pay-TV deal with DIRECTV alongside free-to-air agreements to enhance reach.
UCI president David Lappartient said, “I am delighted that IMG will continue to distribute media rights outside Europe for our major events. Since 2017, the agency has been ensuring that fans can enjoy cycling action across our many and varied disciplines. With the extension of our agreement until 2031, we can ensure that the broadest possible audience has access to our events and also attract new fans to the sport.”
IMG senior vice president sports management Ed Mallaburn added, “We are proud to extend our longstanding partnership with the UCI and help bring the excitement and passion of cycling to audiences around the world. Cycling is a truly global sport with a deeply engaged fanbase, and we look forward to building on our shared success by continuing to expand the reach and value of UCI’s World Championship events across both traditional and digital platforms.”
List of UCI events covered by the agreement:
– UCI Cycling World Championships (2027 and 2031)
– UCI Road World Championships (2025, 2026, 2028, 2029 and 2030)
– UCI Track World Championships (2025, 2026, 2028, 2029 and 2030)
– UCI Urban Cycling World Championships* (2025, 2026, 2028, 2029 and 2030)
– UCI Mountain Bike World Championships (2025, 2026, 2028, 2029 and 2030)
– UCI Gravel World Championships (2025, 2026, 2028, 2029 and 2030)
– UCI Cyclo-cross World Championships (2025, 2026, 2027, 2028, 2029, 2030 and 2031)
– UCI Cyclo-cross World Cup** (2024-2025 to 2030-2031).
* This event includes BMX Freestyle (Park and Flatland) and trials.
