Professional road cycling is a sport founded on commercialism. Since the first races of the late 1800s, the sport has maintained a close relationship with commercial companies and sponsors. This case study examines the challenges faced by a sport trying to restructure and modernize to retain its contemporary relevance. In 2005, the Union Cycliste Internationale (UCI) Pro Tour was established. Based on models common in American professional sports, it created a super league of 20 licensed teams, obligated to contest all 27 Pro Tour races per season. Its creation has been controversial. The case focuses on the power play that has taken place between stakeholders in the sport - the governing body, race organizers, sponsors, teams, riders, the media, the public - and the conflict between stakeholders keen to protect their individual financial interests.
- Professional road cycling
- Stakeholder conflict
- UCI Pro Tour
ASJC Scopus subject areas
- Economics, Econometrics and Finance(all)
- Business, Management and Accounting(all)