Hammer Series

In a revolutionary format, Hammer Series will crown the world's best pro cycling team with three different challenges across three days: the Hammer Sprint, Hammer Climb and Hammer Chase.


Infront is responsible for media and sponsorship sales on an international basis. Furthermore, it is handling together with Velon the event - as well as the brand management for the entire event series. An integral part of this joint collaboration was also the strategic concept and development of the Hammer Series with its new and attractive race format.

The series features an innovative race format, which is designed to deliver cycling action that is fast, exciting, accessible and easy to follow for spectators and fans. A market-orientated format encourages engagement with the local community at each race destination through various levels of activities that will be beneficial for the host cities, the media, the fans and the cyclists competing. In line with the ambitions of Velon to grow the fan base of cycling and bring fans closer to the action, Velon Interactive live rider data will be made available to fans through the Velon website, app and social channels. Velon’s on-bike cameras will feature unmissable action footage for fans to get into the heart of the races as well as additional cameras to capture unique behind-the-scenes access to the series and the teams.

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