The Sufferfest to sponsor women’s World Cup road race series

Training video maker to support UCI Women Road World Cup

by John Stevenson   April 2, 2014  

A still from The Sufferfest video Hell Hath No Fury.png


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.

7 user comments

Oldest firstNewest firstBest rated

They have said it would be on BBC...BUT it never has been shown, we are coming up to race 3....

I guess this starts in 2015, with Boels being the main sponsor at the moment?

Gkam84's picture

posted by Gkam84 [8825 posts]
2nd April 2014 - 20:16

like this
Like (21)

I believe verbruggen donated the uci's spare apostrophes to an African orphan fund. He's like that.

posted by MNgraveur [32 posts]
3rd April 2014 - 1:56

like this
Like (21)

Hopefully with a sponsor like this the televised/media coverage aspect will get a bit of a kick up the arse.

If I were Sufferfest I'd be asking some serious questions of the UCI right about now on how they are proposing to help make returns on my investments anyway.

Don't even get me started on the BBC/TV farce!

On the positive this is a great partnership anyway, they've a lovely ethos and I think it fits perfectly with the world cup and women's cycling overall. Very excited to see where it takes us. Smile

Merlin Cycles women's race team ~
Manx nerd peddler ~

mooleur's picture

posted by mooleur [542 posts]
3rd April 2014 - 8:15

like this
Like (8)

Yes - what happened to this being televised?

I'm not bothered about it, personally, as I'll take a youtube channel over having to remember a scheduled TV slot any day, but it's a shame it's not on TV where it might get out to a more casual audience!

I remember reading something recently saying the quality of the video from Drenthe wasn't good enough for the BBC? (I would agree, about the 5 minute one, but the 30 minute one was high quality, engaging world class sportswomen being awesome - what's not to like)?

PJ McNally's picture

posted by PJ McNally [586 posts]
3rd April 2014 - 8:28

like this
Like (14)

Thanks for mentioning the video PJ. I've just bookmarked the Podium Café page featuring the 26 minute version (and other links) for later:

Every mention of the women's WC means another reminder that it exists, hopefully more pairs of eyes reading about it, which should lead to more people knowing about it.

Simon E's picture

posted by Simon E [1946 posts]
3rd April 2014 - 10:21

like this
Like (9)

Good news all round ! Womens racing, and hopefully some kickback for Sufferfest, whose training videos I 'enjoy' immensely.

posted by edster99 [161 posts]
3rd April 2014 - 10:44

like this
Like (10)

Great news Smile

Had a look on the BBC website ( and found this at the bottom of the page...
"World governing body the UCI will upload highlights from each of this season's World Cups to YouTube, while the World Championships will be televised by BBC Sport."...
sounds like we have to rely on YouTube for the World Cup races then.

posted by d_jp [104 posts]
3rd April 2014 - 13:49

like this
Like (8)