Ladies Tour of Norway (12. -15. August) have signed the biggest distribution deal for international media ever. Norway’s only World Tour-race will be televised at Discovery+ and Eurovision as well as TV2 Norway and NOS in Holland.
The race will be sent to a potential of 560 million viewers. All of the 4 stages will have live transmission between 90 and 120 minutes.
– We have had a target during several years to secure good TV distribution and this is the real breakthrough internationally for us as organizers, says race director Roy Moberg.
– With live transmissions both on Eurosport 1 and 2, Eurosport Asia/Pacific and the internet platforms Global Cycling Network and Eurosport Player, we are secured a global distribution very seldom seen from international sporting events in Norway.
Beside this we have made a deal with the Eurovision that secures news feeds to all their 158 member countries from each stage of the Ladies Tour of Norway. The Dutch national TV company NOS have also bought the rights to Ladies Tour. It’s probably only the World Championships and possibly the Arctic Race of Norway having something similar in cycling in Norway, Moberg continues.
– TV2 have the exclusive rights for Norway from this years LTON. We do notice a bigger interest for our concept and we do look forward to work with TV2 again to create good TV-pictures and to show cycling from the best in the world in Norway 12-15 August.
We are probably the ”stand alone” World Tour-race for ladies having the best TV-distribution, something we are very proud of, says Roy Moberg.
– Unfortunately there are no big money in any of the TV-deals this year, but we look upon it as a good investment and a possibility to show our product around the globe on the right channels.
– Cycling is a world wide sport and specially womens cycling is growing fast around the globe. We think it’s exciting to be a part of this development and it’s special to be in the front seat regarding the TV-productions, says media manager Kjell-Erik Kristiansen who has worked with big international events in different sports for the last nearly 40 years.
– As the organizer we do pay for the TV-production. It will as in earlier editions be NEP producing the live coverage of the race. It’s a complicated production with about 40 persons involved, a lot of technical equipment, helicopters, satellites and a lot of other things, says Kristiansen.
– Because of covid-19 and the pandemic it’s very important with good TV-coverage and a global distribution this year. We really do hope the opening up of Norway will continue as planned and that we also can gather people on site when we reach the middle of August. This is an unique possibility for Norway, the regions and all the hosting cities involved, says Kjell-Erik Kristiansen, who also will be the race announcer again – a man with 8 Olympics, nearly 50 World Championships and more than 1.000 World Cup-races on his CV.
