For the first time, the world’s peak women’s road racing series will have a major sponsor in training video producer The Sufferfest.
The UCI today announced that The Sufferfest will support the UCI Women Road World Cup*. In a statement, the UCI said: “The sponsorship agreement is another indication of the growing appeal of women’s cycling and the UCI’s commitment to develop and grow it worldwide.”
The sponsorshop will see Sufferfest messages included in promotional clips for the UCI Women Road World Cup on TV and online. The Sufferfest and the UCI will also work together to promote women in cycling and develop concepts such as a UCI Women Road World Cup day to be advertised through the gyms where The Sufferfest’s group training sessions are available.
The UCI recently announced that highlights from all nine races on this year’s calendar will be shown on the BBC as well as other major international broadcasters including RAI Sports (Italy), NOS (Netherlands) and Canal+ (France).
Brian Cookson, UCI president, said: “The Sufferfest is well known for their effective training videos and the UCI Women Road World Cup is one of the most challenging series in any sport, so there is a natural synergy between our respective organisations. Bringing them together makes perfect sense.
David McQuillen, Founder of The Sufferfest, said: “Our short history shows the commitment we have to women’s cycling and this new partnership with the UCI is a natural progression for us. Three years ago we created a cycling training video featuring women’s professional racing and since then we’ve continued to build on our content featuring the best female cyclists in the world.
“We have also sponsored several women’s teams and we were the first corporate backer of Half the Road, a new documentary on Women’s Pro Cycling.”
*But not to the extent of throwing the UCI a spare apostrophe and a letter S, obvs.
Our official grumpy Northerner, John has been riding bikes for over 30 years since discovering as an uncoordinated teen that a sport could be fun if it didn't require you to catch a ball or get in the way of a hulking prop forward.
Road touring was followed by mountain biking and a career racing in the mud that was as brief as it was unsuccessful.
Somewhere along the line came the discovery that he could string a few words together, followed by the even more remarkable discovery that people were mug enough to pay for this rather than expecting him to do an honest day's work. He's pretty certain he's worked for even more bike publications than Mat Brett.
The inevitable 30-something MAMIL transition saw him shift to skinny tyres and these days he lives in Cambridge where the lack of hills is more than made up for by the headwinds.