Human Race Events has partnered with BIKE, the UK’s first dedicated cycling channel, to broadcast the race organiser’s sportives in 2016. The prestigious line-up, which includes events such as Dragon Ride L’Etape Wales by Le Tour de France and the Chiltern 100 is to officially become the ‘Human Race Sportive Series presented by BIKE’. Footage of all six events will be shown exclusively on BIKE in the week following each sportive.
BIKE launched in the UK in December 2015 and is available subscription free on Sky channel 464 and Virgin Media channel 552. It follows the success of the channel in Italy, where it has grown to an audience of over 1 million cycling fans a month, since debuting in 2012. It shows a range of programming 24 hours a day – such as professional racing, documentaries and entertainment including a number of original shows.
The Human Race Sportive Series presented by BIKE is billed as the most impressive line-up of cycling events in the UK. Over 20,000 cyclists ride in a Human Race sportive every year, with the following taking place in 2016:
- Lionheart – Sunday 17 April
- Maserati Tour de Yorkshire Ride – Sunday 1 May
- Chiltern 100 – Sunday 15 May
- Dragon Ride L’Etape Wales by le Tour de France – Sunday 5 June
- The Telegraph London Cycle Sportive powered by Maserati – Sunday 26 June
- L’Etape London by Le Tour de France – Sunday 25 September
BIKE and Human Race will invite riders from each event to be a featured cyclist. Both companies will follow them online and on social media through their preparation and training, to the event itself where BIKE’s cameras will capture their sportive experience to form a key part of the television programme.
Nick Rusling CEO of Human Race Events said “We are always looking for new and innovative ways to broadcast our events, and after speaking to the team from BIKE we felt it was obvious that they were the right people to work with. Their fast growing audience of passionate cycling fans fit perfectly with the UK’s best selection of sportives.”
Filippo Ubaldini CEO of BIKE channel said “We are really excited to be working with Human Race and their sportive series. Covering these prestigious events will give us a chance to meet tens of thousands of UK cyclists. Through our coverage we will be following their efforts and endeavours, as well as sharing the atmosphere of these great events with our TV audience.”
Visibility on both event day and the subsequent BIKE broadcast will provide Human Race’s partners such as Maserati, Nuffield Health and SIS an opportunity to gain exposure across multiple platforms.
The first programme in the series will debut shortly after the Lionheart in mid-April.
