AIGLE, Switzerland (BRAIN) — The Sufferfest, a provider of indoor cycling training videos, is the first major sponsor of the UCI's Women Road World Cup series.
The partnership will see Sufferfest messages included in promotional clips for the races on TV and online. The Sufferfest and the UCI will also work together to promote women in cycling through the network of gyms that use Sufferfest videos.
All nine races in this year's World Cup will be broadcast on BBC (United Kingdom), RAI Sports (Italy), NOS (Netherlands) and Canal + (France).
"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," said UCI president Brian Cookson.
"Following the recent announcement relating to enhanced broadcast coverage, this is another significant development for women's cycling and we will continue to build on the momentum we have established."
Since the election of Cookson as president last September, the UCI has appointed its first woman vice president and created a Women's Cycling Commission. Cookson also has appointed at least one woman to every UCI Commission.