Infront snares global Flanders Classics rights in eight-year deal

Infront, the international sports marketing agency, has sealed a comprehensive global media rights deal with cycling's Flanders Classics, covering the prestigious Tour of Flanders and Amstel Gold Race one-day classics.

The exclusive international media rights agreement with the Flanders Classics, which comprises seven races, begins this year.

The Tour of Flanders is the showpiece event in the Flanders Classics, but the European rights to that race do not come on board for Infront until 2022, with the European Broadcasting Union, the umbrella body of mainly public-service broadcasters, holding the contract.

The other races covered by the eight-year international contract are: Omloop Het Nieuwsblad; Gent-Wevelgem; Dwars Door Vlaanderen; Scheldeprijs Schoten; Brabantse Pijl; and Brussels Cycling Classic

Infront's deal for the Amstel Gold Race, staged in Limburg in the Netherlands, runs from 2021 to 2026. That contract too was held by the EBU.

Philippe Blatter, Infront president and chief executive, said today: “Infront has a growing ambition to diversify its summer sports portfolio, specifically cycling, and we are delighted to begin this partnership with Flanders Classics and Amstel Gold Race. We are privileged to begin working with such an iconic event and it highlights our commitment to creating a new benchmark in the management of one-day races. This latest project marks the first step in what we believe will be a fruitful collaboration.”

Wouter Vandenhaute, president of the Flanders Classics, said: “Our spring classics hold a truly global appeal through a series of races steeped in tradition. The events remain popular with cycling fans and athletes and we look forward to working with Infront to further develop its appeal both within Europe and globally both through this new media rights agreement and a potentially broader scope in the future.”

Leo van Vliet, director of Amstel Gold Race, added: "Amstel Gold Race is considered one of the major cycling events globally. We are very glad having joined forces with Flanders Classics for this collaboration with Infront.  We share the same goals and vision on how to further develop our races on a worldwide basis and look forward to develop these ideas with Infront."

The Flanders Classics joins Infront’s cycling portfolio that presently includes the exclusive media and marketing rights to Switzerland’s Tour de Suisse and, via its parent company Wanda Sports, China’s Tour of Guangxi.