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IMG Media, part of IMG Worldwide, the global, sports, fashion and media company, has added to its cycling portfolio with a three-year deal to market the Flanders Classics, the six one-day events held over the historic roads of Belgium, and the historic UCI sanctioned Paris – Brussels cycling event.

IMG will distribute the rights to live and delayed coverage across all forms of media from next year through to 2015, having reached agreement with Flanders Classics, the umbrella organisation formed in 2010 to promote the top Flemish road races and the Paris – Brussels cycling event.

The new deal comes a few months after IMG Media became the exclusive worldwide audiovisual rights consultant and distributor for the prestigious Giro d’Italia for the next eight years. The agreement included the Milano-Sanremo, Il Lombardia, Tirreno-Adriatico, Strade Bianche and Gran Piemonte. IMG also has the media rights to the Tour de Romandie and the international media rights outside Europe to the Amstel Gold Race.

Floris Weisz, Sales & Acquisition Executive Netherlands, Belgium, Greece and Cyprus, IMG Media, said: “We are very excited to partner with the Flanders Classic organisation to further build their brand around the globe and we are delighted to be representing these famous races, which strengthens IMG’s offering to the world’s cycling broadcasters.

“These early-season classic events are steeped in history and attract the world’s top cyclists amidst the backdrop of Belgium’s stunning countryside.”

Wouter Vandenhaute, CEO Flanders Classics, said: “Cycling is Flanders and Flanders is cycling. The way cycling races are experienced in Flanders is simply unique, from Omloop Het Nieuwsblad to Brabantse Pijl, Flanders presents itself as the centre of cycling. Flanders Classics groups six great races together, in order to maintain their strong position in springtime. We are happy to partner with IMG Media and to have our races broadcast worldwide, with the fierce competition and the unique Belgium landscapes available to view across all platforms in every continent.”

The Flanders Classics begin with the Omloop Het Nieuwsblad race on February 23rd, 2013, the start of the European cycling season The five other events are Across Flanders (March 20th), Gent-Wevelgem (March 24th), Tour of Flanders (March 31st), The ScheldePrice Schoten (April 3rd) and the Brabant Arrow (April 10th). The Paris – Brussels race is held towards the end of the season (September 8th).