How Professional Cycling Climbed To The Top Of Endurance Sports
Published on
by Dominic Mills
In this article, we analyse how professional cycling has climbed to the top of endurance sports and showed that it can go on to become one of the most popular sports in the world.
In this Insight:
Sport has been one of humanity’s favourite pastimes for centuries, but when it comes to answering which sports are the most popular it can be a rather challenging task, filled with guesstimations and somewhat optimistic or pessimistic (depending on your personal bias) data from sometimes questionable sources.
Whilst it is largely accepted that football (soccer) is the most watched sport in the world, followed by cricket, there is greater uncertainty about the subsequent sports and the order they fall in.
Thankfully (at least from the author’s point of view), this article is not intended as the ‘Final Boss’ of this popularity contest, but instead seeks to highlight the global growing interest in a sport which has long been the cream of the crop of a somewhat niche segment of professional sports, endurance sports.
In this article, we analyse how professional cycling has climbed to the top of endurance sports and showed that it can go on to become one of the most popular sports in the world.
Professionalism
Since the invention of the modern day bicycle in the late 1800s, bicycles have, with a few exceptions, steadily grown in both production and usage throughout the world.
The early wide scale accessibility of recreational cycling had a major impact in shaping the professional history of the sport. As bicycles became a more popular mode of transport in the late 19th century, manufacturers and newspapers wanting to sell advertising space to manufacturers started to invest in organised racing to show the public the benefits of the product.
This mutually beneficial bond between sponsors, investors and cycling as a sport was ahead of its time and has shaped not just cycling, but many other sports today.
Professional cycling team’s understanding of the importance of finding sponsors that want to develop the sport as much as they want to grow their brand is crucial.
These mutually beneficial partnerships are the foundation of professional cycling and as the global sports industry is growing ever more commercial and more sports look for investment, this historic sponsorship understanding that is ingrained in the sport will be crucial in continuing to help the sport grow.
Accessibility
Today, there are an estimated one billion bicycles in the world (Worldometer), making it the world’s most popular mode of transport.
Statistically speaking, this means that there is a bicycle for every 8th person in the world. Whilst in reality that is almost certainly not the case, and a number of factors such as the geographical spread of the bikes factor should be accounted for, the wide scale accessibility of bicycles should be seen as one of, if not the biggest opportunities for professional cycling as a sport.
The challenge lies in turning the accessibility of bicycles as a transportation method into sporting participation and recreational viewing.
Investment in cycling from bicycle manufacturers and newspapers in the late 1800s and early 1900s showed that there is a correlation between cycling accessibility and the popularity of the sport.
Now, over 100 years later, this investment can still be seen with Western European countries such as Belgium, Denmark, France, Germany, Italy, the Netherlands and Spain all having a strong cycling infrastructure, both as a mode of transportation and as a sport.
The opportunity today lies with countries such as China, who account for almost half of the bicycles in the world, but have a relatively small racing footprint. In 2025, China will host only one of the highest ranked men’s races (UWT) and two women’s races (WWT), compared to a more historic cycling country such as France, who will host five UWT races and three WWT races.
If cycling can manage to turn accessibility into participation and recreational viewing, the sky's the limit for the sport.
Entertainment
Although it may be a relatively young sport compared to some of the old timers such as wrestling or running, cycling taps into one of the most fundamental aspects of sporting nature: the thrill of the race.
In a world where subjectivity is growing ever stronger in sport, there is something incredibly appealing about the simplicity of crossing the finish line first and winning a race - and even more so when the moment is captured with the supreme scenic backdrops cycling often provides.
But it's not just the sight of the peloton cruising through a picturesque countryside that is drawing in fans, racing sports such as cycling and motorsports are enjoying a somewhat of a new dawn in recent times, attracting a unique and high value audience.
This has been heavily driven by the emergence of sports documentaries such as Netlflix’s “Tour de France: Unchained” and “Formula 1: Drive to Survive”. The docuseries provide fans with increased levels of entertainment as camera crews are given behind-the-scenes access to all the action - skyrocketing engagement, loyalty and drama.
And with a racing calendar that spans 10 months of the year, with 36 UCI World Tour events and 29 WWT events across 17 different countries, cycling fans have all the entertainment right at their fingertips.
Innovation
Sport has long been a driver for innovation and technological advancement. Whether through the development of data analytics and biomechanics or innovations in sporting equipment and safety gear, the pursuit to be the best in sport has almost always led to new ideas and practices.
Professional cycling’s close history with bicycle manufacturers and other sponsors has meant that constant innovation and technological advancement is ingrained into the sport’s ethos.
From early inventors such as John Dunlop who created the first pneumatic tyre for bicycles - now widely used in a wide range of vehicles, including cars and airplanes - to modern pioneers such as Sir Dave Brailsford whose ‘Marginal Gains’ theory elevated data and statistical analysis and impacted beyond cycling, notably in the business and education sectors.
This forward thinking way of working continues to push cycling today with teams working with the latest artificial intelligence (AI) to optimise every aspect of their performance, including training programmes, team dynamics, fan engagement and future talent scouting.
With the battle for consumer and fan attention becoming more challenging, with fans needing newer concepts and fresh ideas to keep interest in a competitive market, cycling’s ability to innovate and develop is perhaps its biggest strength and one that could help see it break into the most popular sports in the world.
Frequently Asked Questions
Sponsorship is the financial support for a sporting event, organisation or athlete by an outside body, for the mutual benefit of both parties. At the professional level this tends to be by companies, to raise the profile of their brand by associating it with the athlete.
The company aims to generate brand awareness and customer recognition, whilst the event, organisation or athlete receives a boost in funding.
A popular example is a brand logo printed on a team shirt. Visibility is guaranteed, even more so in the modern world with social media and online highlights.
In the land of media and marketing rights today, there is no cookie-cut solution for brands, and a simple logo placement will not provide the sufficient return on investment (ROI) for sponsorship, nor does it give their target audience the “why?” - the reason to spend their money and engage with the product.
Companies investing in sports sponsorship need to look at the bigger picture to engage with fans and not rely on just one piece of inventory.
Sports athlete sponsorships are those where individual athletes are sponsored by a brand. They may wear branded apparel whilst competing or during commercial appearances and press conferences, or they might appear in advertisements or other promotional materials for the brand. The brand will either offer a set fee to them, or pay for their kit, equipment or travel in return.
Sports organisation sponsorships involve entities like a team or league being sponsored by a brand. Like with individual athletes, they will either receive a fee from the brand, or payment for things like kits, equipment or ground maintenance.
In return, a team may display the company’s logos around its stadium, for example, while a league might include the sponsor in its name.
Sports event sponsorships are where sports events — like an international or regional tournament — are sponsored by a brand. This type of partnership can involve things like the event either changing its title to incorporate the brand’s name, or using the brand’s logo on official products. The event organisers will either receive a set fee or have expenditures like venue hire, hospitality, catering, publicity, programmes and officials’ costs covered.
Sports sponsorship lets brands create emotional content and become an integral part of fans’ daily lives. Every year, over 58 billion euros* are invested in sports sponsorship around the world as a way of reaching and acquiring customers through fan engagement.
€58bn* global volume in sports sponsorship in 2018
Sport sponsoring offers a range of benefits for brands, making it a valuable investment in marketing strategies:
Brand Visibility: Sponsoring provides extensive exposure through signage, uniforms, and broadcasts, increasing brand visibility to a wide and engaged audience.
Targeted Audience: Sports sponsorships enable brands to reach a specific and passionate target audience, aligning with the demographics and interests of sports fans.
Emotional Connection: Associating with sports entities helps create emotional connections with consumers, leveraging the positive sentiments associated with their favorite teams or athletes.
Global Reach: Sports sponsorships often have a global reach, allowing brands to connect with audiences on an international scale, contributing to global brand recognition.
Brand Image Enhancement: Sponsoring prestigious sports events or teams can enhance a brand's image, associating it with qualities such as excellence, teamwork, and success.
Consumer Engagement: Sponsorship activations, events, and promotions provide opportunities for direct consumer engagement, fostering brand loyalty and interaction.
Differentiation: Sponsoring allows brands to stand out from competitors by affiliating with unique and high-profile sports properties, differentiating themselves in the market.
Community Involvement: Sports sponsorship provides avenues for brands to support local communities and grassroots initiatives associated with the sponsored sports entities.
In essence, sport sponsoring contributes to enhanced visibility, brand loyalty, and positive brand associations, making it a potent tool for achieving diverse marketing goals.
If you are interested in becoming a sponsor, the specific contact person or department will depend on the entity or property you want to sponsor.
Sports Marketing Agencies: Agencies like SPORTFIVE specialise in connecting sponsors with sports opportunities. Contact their business development or sponsorship departments.
Sports Teams or Clubs: Contact the sponsorship or partnership department within the sports team or club.Look for information on the team's official website regarding sponsorship opportunities and contact details.
Sports Events or Leagues: Reach out to the event organiser's sponsorship or partnership department. Event websites often have dedicated sections providing information for potential sponsors.
Athletes: Contact the athlete's management or agent, who typically handles sponsorship inquiries. Some athletes manage their sponsorships independently, and contact information may be available on their official website or social media.
Sports Federations: Reach out to the sponsorship or business development department of the relevant sports federation. Check the official website of the federation for sponsorship guidelines and contact information.
For specific details, visit the official website of the entity you are interested in sponsoring or directly inquire through the provided contact information. If the information is not readily available, consider reaching out to the general contact line or email provided on their official platforms, and they can direct you to the appropriate department.
SPORTFIVE is a global sports marketing agency that specialises in sports rights, marketing, and entertainment. We work with sports organisations, clubs, and brands to create and optimise commercial opportunities in the sports industry. SPORTFIVE is involved in various aspects of sports business, including the sale of broadcasting rights, sponsorship and partnership management, stadium naming rights, and other marketing initiatives.
SPORTFIVE creates innovative, engaging solutions that are worthy of the incredible sports, athletes and partners we work with, and the passionate fans who follow them. Campaigns are built collaboratively, based on trust and transparency, and enabled by a deep understanding of the industry, the agency’s global reach, digital intelligence and creative courage.
The result is gamechanging sports partnerships that redefine standards in the sports and entertainment space.
SPORTFIVE believes in the power of five - bringing brands, rights holders, media platforms, fans and ‘us’ together through sport.
