MUMBAI: The International Cycling Union (UCI) and the international sports marketing company Infront Sports & Media have entered into an agreement for broadcast coverage of the UCI Road, Track, Mountain Bike and BMX World Championships as well as the UCI Track Cycling World Cup for four years till 2016.

Marking a strategic shift in worldwide coverage after cycling?s success at the 2012 Olympic Games in London in all disciplines, Infront Sports & Media will become the UCI?s exclusive agency to distribute the federation?s media rights globally, with the exception of the USA and Japan.

"The UCI is delighted to have this new and dynamic partner which has significant worldwide sales power," said UCI President Pat McQuaid. "Infront Sports & Media has a large network worldwide which is totally in line with the UCI?s goal to universalize cycling. Cycling is going through a boom as seen at the recent London Olympics. Our aim is to work together to continue to reinforce the development of cycling across the globe and the draw of our sport as a high appeal television product, which merges tradition and innovation in all disciplines."

Free-to-air coverage forms an important basis to this agreement. It will favour a flexible approach in order to find the best broadcast outlet for UCI events in each individual territory. "We will use their drive, their expertise and their input for the long-term development of cycling," said the UCI President.

Infront Sports & Media President & CEO Philippe Blatter said, "We are very much looking forward to contributing our comprehensive expertise in media rights distribution to further strengthen the international coverage of the prestigious UCI World Championship events. Our dedicated team shares the UCI vision to strengthen the public positioning of its various properties - in both the well-established and the growing disciplines - and to ensure access for the broadest possible cycling fan base around the globe."

In the longer term, the UCI and Infront Sports & Media envisage to collaborate also in other areas, including the centralised media production, sponsorship distribution and the introduction of new technologies, such as such as digital media solutions.