MC Digital Media

The brief

Velon was established in 2014 by 11 WorldTour cycling teams with a mission to change the economics of the professional sport by creating a fan engagement platform using new technologies such as live rider biometric data and onbike video cameras to create must-watch content. The challenge was to create and exploit new rights to empower the teams and place them on a more secure financial footing.

MC Digital Media was engaged to help formulate and drive Velon’s digital strategy and implement production processes which could operate globally, interacting with the teams, riders and fans.

The response

MC Digital Media Ltd has worked closely with Velon’s member teams and others in the WorldTour plus Pro Continental teams, as well as race organisers, broadcasters and the suppliers around the world, to build key working relationships aimed at delivering Velon’s main objectives around fan engagement.

The strategy is to focus on Velon’s unique assets – live rider biometric data and cameras fitted to bikes during races – to build products and packages which can be monetised in a variety of ways, including to attract new sponsors into the sport.

MC Digital Media is also playing a key role in delivering digital services to the innovative new Hammer Series of races pioneered by Velon and its partner, the global marketing agency Infront Sports.

data infographics on social media

The results

Velon’s digital channels have shown treble-digit growth, driven by a content strategy made up of live rider data, video optimised for social media channels, behind-the-scenes video footage focused on riders and the people who keep the teams on the road throughout the year. See The Team Behind The Team and more on Velon’s YouTube channel.

In 2018, the Hammer Series was live streamed and achieved more than 8 million video views. Fan feedback was hugely positive and supports the ambition to grow the series further in 2019 and onwards.