Eight-year agreement includes strategic collaboration for both men’s and women’s race
Zug, Switzerland – Infront has signed an exclusive global media rights agreement with Switzerland’s Tour de Romandie until 2029, expanding its presence in cycling further.
The new partnership begins with the women’s race in October 2022 and includes the men’s event from spring 2024. It also encompasses a strategic sponsorship collaboration aimed at boosting the commercial potential of the UCI World Tour stage.
The agreement comes shortly after the Tour de Romandie announced a closer collaboration with the Tour de Suisse which Infront also partners as the exclusive media rights holder and part-owner of the event.
Julien Ternisien, Senior Vice President Summer Sports, Infront, said: “In the last two years we have grown our portfolio of UCI World Tour men’s and women’s events which now total more than 50 racedays. This latest partnership with Tour de Romandie is a new step in our cycling strategy and also underlines the potential we see in women’s cycling.”
Richard Chassot, Director, Tour de Romandie, said: “Infront was clear about their ambitions in cycling and we are delighted to be signing an agreement with an organisation that wants to positively unite the sport. We see untapped potential in the Tour de Romandie and our new partner’s track history in elevating tours and taking them to the next level made it an easy agreement to make.”