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Here Is a Major Potential Growth Area Worldwide Which Is Waiting to Be Tapped.” Development Is Women’S Recreational Cycling

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Here Is a Major Potential Growth Area Worldwide Which Is Waiting to Be Tapped.” Development Is Women’S Recreational Cycling ‘The best is yet to come’ Women’s cycling as the main event ‘The best is yet to come’ Women’s cycling is changing rapidly as new fans discover women’s racing. Its participants are among the best athletes in the world, taking part in an exciting mix of traditional races and brand-new global events. This has sparked rapid investment, more media focus and opportunities for growth in all disciplines of women’s cycling. Women’s cycling is telling amazing stories through racing and its bright personalities and as a result, is inspiring a new generation of riders. Senior Sports Marketer Frank van den Wall Bake: “Something new is happening in women’s cycling. The sport is on the way up, just like women’s football. People are talking about it, it is attracting more attention and sponsors want to associate themselves with something new. Women’s cycling is still in its infancy.” Outside Magazine: “Invest in women’s cycling and double your return on investment.” The Guardian: “Nothing stopping women becoming a tour de force in their own right. Here is a major potential growth area worldwide which is waiting to be tapped.” Development is women’s recreational cycling Cycling has a 50-year history of female under-representation in the sport and currently, four times as many men as women ride bikes. Parallel to the development of women’s cycling is the increase in the number of women on racing bikes. In the past, women were only rarely seen riding racing bikes, but in the last 10 years, there has been an enormous increase which is still continuing today. Cycling has been transformed from a conservative men’s sport into a hip sport for young women. The rise of brands that focus exclusively on female cyclists characterises a new developing market. Where previously the average collection of women’s cycle wear consisted of a more fitted man’s shirt in black with pink, nowadays real thought is being given to what women cyclists want. Sports marketer Renate Groenewold: “We’re seeing huge development for women in terms of sportswear. Major brands like Nike, Under Armour and Adidas are focusing specifically on women and how they move and now that so many more women are cycling, the market is enormous.” • There is a huge market for women who want to cycle. People for Bikes in the US conducted a large-scale survey back in 2014 which revealed that: 45 million (43%) women compared to 59 million men (57%) rode a bicycle in 2014. Of that 45 million: 29 million women rode a bike for recreation, 3 million for transportation and 13.5 million for both. 54% of the men and 52% of the women want to bike more often. • British Cycling has influenced 723,000 women, who weren’t cycling previously, to get on a bike since 2013, the sports governing body announced in 2017 - four years after announcing an ambitious target to get one million more women cycling by 2020. • Touring version of the Amstel Gold Race: In 2002, 1.7% of participants were women. In 2012, 8% of the 15,000 participants were women. In 2019, almost 17% of all participants were women. • Limburgs Mooiste Tour: In 2014, 10% of the participants were women. In 2018: 15%. • NTFU (Dutch Cycling Union) reports that the percentage of women taking part in tours in the last few years is stable at around 17 to 18%. More women are taking part in terms of absolute numbers, but the total number of cyclists is greater. The same is incidentally true for the number of women who cycle. The ratio of men to women has been 80:20 for the last few years. • The bicycle manufacturer Specialized currently makes ‘Beyond Gender’ racing bikes. This is in response to the enormous increase in women buying racing bikes. The bicycle brand Giant has even developed a special line of racing bikes for women with the name Liv. Developments in women’s cycling in the last five years The launch of the World Tour for women, mandatory live television coverage for all World Tour races, races for women linked to major men’s races and WT men’s teams which also have a women’s team competing at the highest level have all led to women’s cycling becoming increasingly popular in recent years. The number of licences for women granted by the Royal Dutch Cycling Union (KNWU) rose by some 19% between 2014 and 2019. The number of female cyclists with licences from British Cycling increased from 3,000 (2008) to 20,000 in 2018. The UCI reports that no fewer than 147 million viewers watched the Women’s World Tour on TV in 2018 and that the race produced a total of 1430 hours of television. David Lappartient, president of the International Cycling Union UCI: “Organisers must take care of promoting women’s cycling, that’s also part of our global responsibility. We need to have women’s races on TV.” Daam van Reeth, Professor of Sports Economics at the University of Leuven: “Consumption of women’s cycling content is one of the fastest growing segments of broadcast viewership in the sport today, with many women’s events pulling equal or greater numbers than co-broadcast men’s events.” The number of live broadcasts of women’s cycling by Eurosport 1 has increased considerably in recent years. In 2015, it only showed ‘La Course’. In 2016, ‘La Madrid Challenge’ was added. In 2017, the Strade Bianche and Gooik - Geraardsbergen - Gooik and parts of the world championships were broadcast. And in 2018, many more were added, including Amstel Gold, the European championships and highlights of the Giro Rosa. The number of viewers was lower in 2018 than in 2017, but it is more difficult to reach high viewing figures when you broadcast more races. Number of Number of LIVE broadcasts hours 2015 1 1 2016 2 2 2017 9 10 2018 20 22 Daam van Reeth: “The World Tour Women’s classic in Vargarda in Sweden (19-8-2019) was the best watched (86K) cycling programme that day on Eurosport NL, beating BinckBank Tour (31K, but also shown on NOS Sport), Arctic Race (22K) and Tour of Utah (3K). It was also the best watched women’s race ever on Eurosport NL. Last year’s best watched women’s race was the Innsbruck WC ITT (52K), so this is a remarkable improvement on that record audience.” More and more major brands are promoting women’s cycling. One of the most well-known advertising campaigns is that of the car maker Skoda: ‘This is our time to promote woman cycling.’ • 2019 saw the creation of the UCI Women’s World Tour: a competition at the highest level. • The introduction of enhanced organisational standards for the organisers of the UCI Women’s World Tour and the UCI ProSeries, aimed at providing better visibility for the events; • Race organisers facilitate at least 45 minutes of live broadcasting for World Tour races in order to maintain accreditation in the UCI’s premier calendar • Many major men’s races are now also part of the Women’s World Tour, such as La Course, the final day of Vuelta, Amstel Gold Race, Waalse Pijl, Liege-Bastogne-Liege, Ghent-Wevelgem, Tour of Flanders, Strade Bianche, Omloop Het Nieuwsblad. • More and more World Tour teams have set up a women’s team in response to demand from sponsors: Team Sunweb, Movistar, Mitchelton-Scott, Lotto-Soudal, CCC-Liv, Astana, Trek-Segafredo, FDJ. • The introduction of a minimum salary and other benefits for riders, including a maximum number of days of racing, sickness cover, maternity cover, life insurance and increased prize money. • A women’s Tour de France lasting several days and a women’s edition of Paris-Roubaix are being planned. • TV broadcasts: Amstel Gold Race for women 2019 1.2 million viewers in Netherlands, France, Flanders and Denmark. • Live-coverage of Ghent-Wevelgem for women in 2019 attracted 25% more TV viewers in Flanders than in 2018, increasing from 412K to 516K. It now equals 74% of the men’s audience. • Licences for KNWU women: 2014: 470; 2018: 558 An increase of around 19%. • British Cycling now has over 20,000 female members – a figure which represents a huge growth on the 3,000 who were members in 2008. • UCI will introduce a minimum salary for the World Tour team in 2020 – an important step towards more professionalism. What does women’s cycling cost compared to men’s cycling? • The World Tour men’s team that competes at the highest level costs on average 15 to 25 million euros. The team that competes at the highest level of the Pro-continental competition costs between 2 and 4 million euros. The women’s World Tour team that competes at the highest level costs between 1.7 and 2.5 million euros. • ProCyclingStats has noted that when major men’s and women’s races are combined, the results of the men’s race get five times more clicks. However, a top women’s team costs ten times less than a men’s team. • In 2018, 5.1 million people watched at least a minute of men’s racing live on Eurosport 1. At least one minute of women’s racing was watched by almost 700,000 people. • Women’s cycling lags well behind in terms of the number of hours of races broadcast live on TV. In 2018, 22 hours of women’s cycling was shown live on Eurosport 1 compared to 411 hours of men’s cycling broadcast live.
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