In a move that aims to delight cycling fans across the globe, Hammer Series, the pro cycling series staged by Velon and Infront, has officially announced that all three races taking place this year will be streamed live on social media, with Facebook, Twitter and DailyMotion the first platforms announced. This means that unlike other pro cycling races, fans anywhere in the world will be able to watch the Hammer Series live, on any device and without being charged for access.
Along with watching the action, having the races streamed on social media will allow viewers to comment and debate every pedal stroke from Hammer Stavanger, Hammer Limburg and Hammer Hong Kong as they happen.
Hammer Hong Kong, presented by Sun Hung Kai Properties, is the latest Hammer Series race to be announced, taking place on October 14th. The race will be staged as part of the festival of cycling that is the Sun Hung Kai Properties Hong Kong Cyclothon.
The Hammer Series was created by Infront in partnership with Velon. Infront is responsible for media and sponsorship sales on an international basis. Furthermore, it is handling the event together with Velon – as well as undertaking brand management for the entire event series. An integral part of this joint collaboration was also the ‘strategic concept and development of the Hammer Series with its new and attractive race format.’
Hammer Series has been designed for fans to see many of the best pro cycling teams in the world race up close, and unlike traditional stage-based races, the action is provided in an innovative team-versus-team format. Instead of individual riders aiming to make the podium, Hammer Series pits squads of five riders against each other over testing courses to determine the best team.
Last year, over three million cycling fans watched the racing online, including 1.4 million on Facebook in the inaugural event live from Limburg.
Graham Bartlett, CEO Velon, said “In everything we do, we want to bring more of the race excitement to the fans. For them to get more of the action. We’re delighted to announce all of the races for the series will be seen live everywhere – because Hammer is about the fans and delivering the very best action to them is our goal.”
Mark Buttermann, Director of Summer Sports at Infront, said “After a very successful digital-all approach for the inaugural race in 2017; being able to live stream all three races of the Hammer Series in 2018 across the leading social platforms represents a major milestone for us and perfectly reflects the digital essence of Infront’s and Velon’s project. This will enable Hammer Series to engage with even more fans and provide them with live thrilling content and data for free on any device, anywhere and at any time.”
Quick-Step Floors rider Yves Lampaert, winner of Dwars door Vlaanderen, said “It’s a really nice initiative to broadcast all the Hammer Series live on Facebook and Twitter as it will be available to even more people who can stream it on their phones or computer, whenever and wherever – even after the race is over. Exciting news for everybody who likes watching cycling races and Hammer Series!”
Tim Wellens, Lotto Soudal rider, added, “I was there at the first edition of the Hammer Series in Limburg. It’s a spectacular concept which suits me very well: first day sprint, the possibilities for breakaway riders, second day climb, an explosive kind of racing and the chase is a thrilling conclusion to the three days’ racing. Of course, everybody is welcome in Limburg, Stavanger or Hong Kong to watch the race but now the Hammer Series will be streamed live all over the world it’s very important that every cycling fan can follow and enjoy it wherever they live.”
UAE Team Emirates rider Filippo Ganna, World Champion 2016 in the individual pursuit on track, said: “It’s amazing to think that all around the world, in every continent, everybody will have the opportunity to enjoy live on Facebook and on Twitter the show and the innovative formula of the Hammer Series.
“My team has many different nationalities and we hope to receive the support from an even wider range of internationalities thanks to the additional value of the worldwide availability of the Hammer Series races.”
Roy Hegreberg, Event Director of Hammer Stavanger said “We are excited to show Hammer Stavanger to a broad international audience, the live stream will make it easier for fans to engage and follow the race. This is exciting news and emphasises that the Hammer Series is a new and revolutionary format to maximise excitement for fans and viewers.”
Rob Frambach, Race Director of Hammer Limburg added, “Thanks to the many innovations, the inaugural Hammer Series 2017 in Limburg was a great success and that includes the live broadcasts on social media. The Hammer Series really does bring cycling closer to the fans and we’re excited for Hammer Limburg 2018.”
