Why doesn't the WorldTour have a YouTube channel like the NBA?
The NBA's official YouTube channel has over 24 million subscribers. It's full of interviews, documentaries, historical footage, behind-the-scenes content and stories about players, keeping fans engaged even when there are no games.
Meanwhile, the UCI and cycling teams keep talking about TV rights and getting a bigger share of the Tour de France's revenue.
But shouldn't they also be asking themselves: What are we doing to attract more fans and make cycling more interesting?
I know the UCI and individual teams already have YouTube channels, but why isn't there a major, jointly funded WorldTour channel producing quality content throughout the year, especially during the off-season?
Just imagine the possibilities:
- Cycling legends: Long interviews with former champions revisiting legendary stages, rivalries and untold stories.
- The history of famous climbs: Who first thought of including the Angliru in the Vuelta? How were other legendary climbs discovered?
- Inside the factories: Visiting Trek, Canyon or Specialized to see how racing bikes are designed and manufactured.
- Favourite training routes: Pogacar, Van der Poel or other riders showing us their favourite roads
- Discovering unknown climbs: Sending professional riders to explore spectacular climbs that have never featured in a major race.
- Bikepacking adventures: Following riders like Thomas De Gendt or Luis Ángel Maté on their cycling adventures.
- Fan challenges: Letting viewers suggest climbs, routes or challenges for professional riders to attempt.
- Behind the scenes: Mechanics, team chefs, training camps and the everyday lives of professional cyclists.
And that's just scratching the surface.
Cycling has over a century of history. Imagine how many incredible stories, characters and places there are still to discover.
The 18 men's UCI WorldTour teams have a combined estimated annual budget of between €620 million and €630 million.These teams spend millions on wind tunnels, equipment and marginal gains. Surely investing a relatively small amount in a professional YouTube production team wouldn't be such a crazy idea? Some teams already produce excellent content, but I feel we're missing a collective project with genuine ambition.
Would you watch a WorldTour YouTube channel like this? And what kind of content would you most like to see?