"The sport going behind such a large paywall is a huge problem" - Tao Geoghegan Hart & Dan Martin among stars to hit out at controversial changes to UK cycling coverage
Cycling
Cycling's TV coverage in the UK is changing and by all accounts, not for the better. Although fans are quite rightfully frustrated at the imminent end of free-to-air racing following the announcement of Eurosport's closure and ITV's loss of Tour de France coverage, even riders themselves are now speaking out against the controversial changes.
Former Giro d'Italia winner Tao Geoghegan Hart grew up racing in the British club scene and in a passionate post to his official Instagram account, the Lidl-Trek star raised his concerns over plans to charge UK-based fans £31 a month to continue watching the sport. "For those in need of some context, the cost of watching racing has gone from £87 a year to £370. As of yet, I’ve seen little comment from pro cycling itself, especially from the many 🇬🇧 riders whose profiles, families & fans it impacts so greatly," begins the 29-year-old. "Let’s be clear, the sport going behind such a large paywall is a huge problem."
"Professional sports are all competing for the same audience. Cycling is completely reliant on this audience, it is how teams justify themselves to sponsors spending millions a year. Only a few teams can realistically promise a sponsor to win the Tour, but all teams can demonstrate good ROI (return on investment ed.) when capturing so many eyes, hearts & minds. It’s not only wins that can be of value. It’s the journey & the heartache too," continues Geoghegan Hart. "I find it hard to believe many fans will be able to justify this increase in costs to follow our races & those of our female colleagues. This is a huge shame. Cycling provides such great entertainment and inspiration to so many. 🇬🇧 fans are living a real high point of the sport. There are so many 🇬🇧 professionals, with Tom Pidcock winning his first race for his new team this afternoon a great example of that."
"To be clear on something that many don’t understand, teams receive zero remuneration from tv rights," the former INEOS Grenadiers star adds. "What do I want to say? For amateur riders, cycling has become a very expensive sport or passion. Now as a 🇬🇧 fan, following the upper echelons of the sport has also suddenly and massively increased in cost. I think it is now very relevant to realise where this money is going and where it is not. And perhaps to question the monopoly held over the sports U.K. coverage."
Five-time Grand Tour stage winner Dan Martin might have retired back in 2021, but the Irishman is also among those speaking out about the detrimental effect these changes could have for British cycling's future. "Discovery’s decision to increase the monthly fee is a sign of cycling's popularity but also how TV advertising is no longer enough to cover the TV rights," writes Martin on his X account. "I would doubt there has been any substantial increase in TV rights. But putting a sport behind a paywall that justifies team sponsors marketing spend with viewer figures could cause some teams some major headaches."
"The majority of race organisers pay to have their races on TV. Cycling is mostly free to air in Europe meaning the TV rights are not prohibitive," adds the 38-year-old in reply to another comment. "This is cycling becoming popular enough that the broadcaster thinks they can up the price."
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