Unauthorized cycling broadcasts are surging in popularity - is high-end streaming contributing to the sport or fueling piracy?

In the world of cycling, the exclusive broadcasting rights for renowned races like the Deutschland Tour are held by public broadcasters ARD and ZDF in Germany. These channels transmit the events live on their channels and streaming platforms, providing free access to fans. However, the landscape of cycling broadcasting is undergoing significant changes, with new players entering the scene and old ones adapting to the times.

One such new player is Warner Bros. Discovery (WBD), which has recently acquired UK broadcasting rights in cycling. Under TNT Sports, cycling content is now available on discovery+, a move that has sparked both excitement and concern among cycling fans.

Lloyd, a cycling expert, believes that this shift could potentially help cycling teams achieve more stability and attract more fans, especially if a revenue share system is introduced. However, the £30.99 TNT Sports subscription service has raised concerns, with many fans finding it expensive, particularly when compared to previous options like GCN+ (£6.99 per month) and Eurosport (£39.99 per year).

The high cost of subscriptions has led some fans to turn to illegal pirate streaming platforms like Tiz Cycling, whose searches are at a five-year high. The rise in piracy is not limited to cycling, with global piracy levels having risen by 12% since 2019, according to a report by UK anti-piracy firm MUSO and Kearney. Accessing pirate streams can lead to data theft, identity theft, malware, and fraud, as well as violating the Copyright, Designs and Patents Act 1988.

The opportunity that WBD presents for cycling could lead to new audiences discovering the sport, but it may also leave some core fans behind. Josh Carlson, TNT Sports commentator, believes that being a part of WBD offers cycling the opportunity to reach new audiences and turn athletes into superstars. However, some fans are simply turning off from the sport due to the high cost of subscriptions.

The rise in piracy is not just a UK phenomenon. In countries like Germany, Italy, and the Netherlands, the price of cycling subscriptions is significantly lower than in the UK. This price disparity has led some fans to use VPNs to access cheaper subscriptions from different countries and disguise their location.

Two-thirds of global sports executives are concerned about the relevance of live sports as more young fans gravitate towards highlights, documentaries, and short-form video. The potential for cycling content to capture new generations of fans through YouTube and short-form content is undeniable.

On the other hand, traditional broadcasting methods still hold significance. Several European countries offer free cycling coverage through public broadcasters, and Eurosport 1 and 2 still exist in 50 countries, although these don't include coverage of every race.

The Tour de France Femmes was shown on TNT Sports in 2022, while free-to-air men's Tour broadcaster ITV opted not to buy the rights to the race. The Women's World Cup in 2027 will be free-to-air on the BBC and ITV, a move that could help increase the visibility of women's cycling.

Cillian Kelly, a cycling data expert, concluded that men's pro cycling is more stable than ever for the 2024 season. The average lifespan of a current Tour de France team has never been longer in the history of the sport.

In conclusion, the landscape of cycling broadcasting is evolving rapidly, with new players entering the scene and old ones adapting to the times. While the high cost of subscriptions and the rise in piracy are causing discontent among some fans, the potential for cycling to reach new audiences and turn athletes into superstars is undeniable. As always, the key is to find a balance that caters to both the needs of the fans and the sustainability of the sport.