That jangling you hear may be a loose spoke - or it just might be the distant sound of cages being rattled in the upper echelons of cycling, with today's news that 11 of the world's 18 top-tier WorldTour cycling teams have united to form Velon, a company that will represent their group interests in negotiating for fundamental changes to the commercial model of pro cycling.
Formerly known as Project Avignon, Velon is described by founding members Team Sky as "the first joint venture of UCI WorldTour cycling teams." Among Velon's aims are streamlining the race season to provide a clear and engaging storyline for fans to follow, and making cycling teams less financially dependent on sponsors by negotiating new and improved commercial deals with TV and other channels.
Graham Bartlett, former head of business development, business affairs and licensing at UEFA and a former sports marketing director at Nike, has been appointed as CEO of Velon.
A statement this morning from Team Sky set out Velon's objectives:
"This group brings together 11 leading teams - over 60 per cent of the WorldTour - to drive a financial model that, in line with other international sports, ensures a sustainable future for the teams.
"To achieve this the group wants to bring excitement to the sport, allowing fans to engage more with the teams than ever before. Velon's aims are for a coherent season that excites people from start to finish and uses emerging technologies, such as on-bike cameras, that bring fans closer to the action.
"Through Velon, the group will continue to work on partnerships with other stakeholders in the sport, including the UCI, the race organisers, and the AIGCP professional cycling association."
Velon's founding members are Belkin Pro Cycling, BMC Racing Team, Garmin-Sharp, Lampre-Merida, Lotto-Belisol, Omega Pharma - Quick-Step, Orica-GreenEDGE, Team Giant-Shimano, Team Sky, Tinkoff-Saxo and Trek Factory Racing.
Notable absentees from that list include Cannondale, Movistar and Team Astana - home to this year's Tour de France champion Vincenzo Nibali. Also missing are the three French-registered teams, Ag2r-La Mondiale, Europcar and FDJ.fr. It remains to be seen whether these teams will come on board in the near future, with the Sky statement adding that "The group is open to working with other teams that share their objectives and values, either to join Velon or partner with the company on new business."
One team that doesn't seem likely to join any time soon is Europcar, with team manager Jean-René Bernaudeau telling L'Equipe, "There is always an effort to make pro cycling a pro-style NBA league. I'm against it."
As pointed out by VeloNews, L'Equipe is owned by the Amaury Sport Organisation (ASO), which also owns cycling's blue riband event the Tour de France and is the major controller of TV rights in pro cycling. ASO have not issued a formal statement responding the launch of Velothon, but the emergence of such a powerful union of pro cycling teams has potential to be viewed by the sport's existing big hitters as a challenge to their primacy.
However, Bartlett is quick to play down suggestions that the new company represents a revolt against the sport's existing bodies, in particular the UCI:
"From my perspective, the UCI is a strong facilitator, but to be fair to the UCI, it's not their responsibility to change the economic model for the teams, it's the teams' responsibility," Bartlett said. "We would hope they help us, and that they don't stand in our way, and they haven't, but we have no problem with the UCI. What we're looking to do can only be done from the teams. We don't expect the governing body to increase revenue models for the teams, or to ensure financial stability. It's unrealistic to look at that model and expect that's how it will be done."
Team Sky principal Sir Dave Brailsford is also clear that Velon's goals are to achieve positive change through cooperation with the sport's existing stakeholders:
"Collaboration is the cornerstone to positive change and as such this is very exciting for professional cycling and a big step towards the sport reaching its full potential. The teams involved in creating Velon have come together with a powerful shared vision to optimise the sport and develop new ways for professional cycling to grow.
"If the teams unite and work collectively with other key stakeholders to make cycling better to watch, easier to understand and get guaranteed commercial support it's to everyone's benefit and will encourage even more fans to follow the sport we love."
Team Sky's Chris Froome added: "As we can see from official figures the popularity of cycling continues to grow. More people want to ride and as we saw from the incredible support in the UK this year at the Tour de France more want to be involved in the sport.
"With the development of Velon, it will allow the teams to work together and help find new innovations to grow the sport, keep fans excited and attract new followers."
It's an exciting and potentially momentous day for pro cycling, and we watch with interest to see what changes Velon manages to effect in the sport.
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