Sporza Steps It Up In Belgium

Feb 23
cyclical

It looks like one of the many great frustrations of women’s cycling coverage will be resolved for 2018. Sporza, Belgium’s legendary cycling-friendly broadcaster, has stepped up its commitment to the wielervrouwen and will show at least the finales of Gent-Wevelgem, De Ronde van Vlaanderen and Driedaagse Brugge-De Panne.

For so many years, it both baffled and infuriated viewers that the women’s Tour of Flanders seemed impossible to cover, despite all the broadcasting infrastructure being in place for the men. You could find out the result when the commentary for the men’s race might decide to put you out of your misery.

Concluding well ahead of the men, there seemed to be plenty of time to show at least the final kilometres and show them properly. The thrilling head-to-head between then-reigning world champion Lizzie (Armitstead) Deignan and adopted Flandrien Emma Johansson in 2016 was shown in split-screen as the men’s race slowly smouldered many kilometres from the finish.

Now, Gent-Wevelgem (25 March) will be broadcast on Eén, just before the men’s race. The Tour of Flanders will be shown on VRT’s Canvas network on Sunday 1 April. Sporza will kick off the broadcast schedule with the Driedaagse Brugge-De Panne (22 March).

Elisa Long Borghini (Wiggle) rides away from the post-race chaos after the 2016 Tour of Flanders.

The reason this move seems so important is an alignment of players in one of cycling’s most congested but influential market places. VRT, the state broadcaster, working with Flanders Classics who own a portfolio of Belgium’s most iconic races, as well as De Panne organisers KVC Panne Sportief and Golazo, and the UCI … all to the potential benefit of women’s cycling. The hope must be that if they begin to drive further coverage, others will follow.

Wouter Vandenhaute, Flanders Classics CEO, said: “Traditionally, Flanders Classics wants to continue to play an important role in the upgrading of women’s cycling. This visibility on public broadcasting is invaluable for women’s cycling and is another step in the right direction.”

The broadcasts will also use data from Velon. If the Women’s World Tour is the pinnacle of the sport, then it is imperative that those events are afforded maximum visibility. This is another, bigger, step in the right direction, even to the point of increased coverage of the podium ceremonies.