January 15, 2009 – The 2008 UCI Cyclo-cross World Championships in Treviso, Italy, won the biggest audience of all sporting events broadcast by VRT, the Flemish language public TV channel in Belgium. Over one million viewers tuned in to the Elite race in the World Championships, making it the most watched sports event in the ratings published by VRT, ahead of the EURO football final and another cycling event, the Paris-Roubaix.
In the United States, NBC — the holder of exclusive broadcast rights for the 2008 Beijing Olympic Games — announced very pleasing results for BMX: over 31 million viewers tuned in live to watch the first Olympic finals in the history of this discipline.
These results confirm cycling’s great popularity around the world and represent an incentive for the UCI to continue the global promotion of all disciplines of the sport. The viewer figures emphasise that cycling is moving with the times while confirming that the traditional aspects of the sport are still of great value.