Tour des Fjords deal brings Hammer Series to Stavanger

Tour des Fjords deal brings Hammer Series to Stavanger

The Norwegian city of Stavanger has signed up to host the revolutionary Hammer Series in 2018.

The new cycling event will see three days of action with the best professional teams in the world battling it out in the rugged Norwegian landscape.

The announcement comes in the week that the first Hammer Series race takes place in Limburg in the Netherlands.

The Hammer Series is being developed by Velon, which produces live rider data, videos and social media designed to increase engagement with professional cycling, in partnership with the international sports marketing company, Infront Sports & Media.

The introduction of Hammer Stavanger will mean that the sixth edition of the Tour des Fjords next May will be shortened to three stages, followed by the new three-day Hammer Series event. The partnership with Velon secures an unprecedented high-class field for both events.

Tour des Fjords event director Roy Hegreberg said: “The Hammer Series is something completely new and unique that the fans haven’t seen before. It is the future of cycling and we are proud to be one of the first ones to jump aboard that train.

“Velon’s main idea for Hammer Series is to innovate cycling and develop experiences that connect fans to the sport. This perfectly fits the strategy we have been following and our vision of making cycling into a big event for everybody.”

Graham Bartlett, Chief Executive Officer, Velon, said: “We’re delighted to welcome Stavanger to the Hammer Series. Everything about the area, the excellent race organisation and the strong interest people in Norway have in cycling, makes it a perfect fit for us.

“We look forward to working closely with Roy and his team and the event’s range of partners to create an exhilarating three days of cycling races.”

Stephan Herth, Executive Director Summer Sports at Infront, said: “We are confident that we will see a successful event at Hammer Sportzone Limburg this weekend that encourages engagement across the board from the cyclists to the fans.

“Add to that the digital coverage and we really are bringing the international cycling community as close to the event as possible. The confirmation to stage a second event in Stavanger next year is another recognition that we are on the right track with the format and concept of the Hammer Series.”

Two of Tour des Fjords’ current main sponsors - Santander Consumer Bank Norge and Repsol Norge - will also support Hammer Stavanger.

Elisabeth Saupstad, Director of Tourism for Stavanger Region, said: “Such events are highly valuable for tourism and will put Stavanger Region on the map within the global cycling community and tourist market.

“Tour des Fjords have earned their role as a respected organiser which now provides the entire tourism sector with an opportunity to develop Stavanger further into a leading cycling destination.”

Oslo-born pro cyclist Vegard Stake Laengen, who will ride with his UAE Team Emirates in the first Hammer Sportzone Limburg event in Holland starting on Thursday, said: “It’s always nice to have races in my country, we have few professional ones at the moment.

“It’s even more exciting that this will be a completely new event and Hammer Stavanger will catch the passion of Norwegian fans thanks to its new formula and the new idea of cycling.

“I rarely race in Norway, so I’d really like to be at the start of this Hammer Series event next year and taking part in a great cycling party.”

The Hammer Sportzone Limburg race will be streamed live on Facebook at on all three days of the professional races. It will also be available on GCN’s YouTube channel:

Among the star riders is Tom Dumoulin, Team Sunweb, fresh from his maiden Grand Tour victory at the Giro d’Italia.

The Hammer Series will use Velon’s live data system, which allows fans to see the riders’ speed, power output, cadence and heart rate via Velon’s free app. Find out more about the app on the Velon website.

About Hammer Series

Hammer is a team-vs.-team race where only one team can win. Each day focuses on a specific cycling discipline where the riders will collect points for their teams: Day 1 features the Hammer Sprint race, on day 2 the riders face the Hammer Climb, and the final day is the decisive Hammer Chase. In Hammer Chase, the leading team after the first two days starts first, the other teams are chasing and the first team over the line will be crowned event champions. Each day will feature multiple laps of 8 to 10 km on a circuit, ensuring that fans always get the ultimate view of the action.

Teams will bring a squad of seven riders with five competing each day.

Alongside the professional teams’ races, the Hammer Stavanger will feature a festival of cycling including family mass participation activities, sportive races open to the public, a fan village, cycling expo and entertainment.

Visit the Hammer Series website for more information.

About Velon

Velon creates innovative content including live video, real-time rider data and on-board GoPro videos which take fans right to the heart of professional cycling action.

The company works closely with WorldTour and Pro Continental Teams, race organisers, broadcasters, online sport destinations and the international cycling media to increase engagement with the world’s biggest and best-known professional cycling races.

Velon was founded by 10 WorldTour teams, Team Lotto-NL Jumbo, Team Sunweb, UAE Team Emirates, Team Sky, BMC Racing Team, Cannondale-Drapac Pro Cycling Team, Lotto Soudal, ORICA-SCOTT, Quick-Step Floors Pro Cycling Team and Trek-Segafredo.

Visit the Velon website for more information.

About Infront Sports & Media

Infront Sports & Media, a Wanda Sports company, is one of the most respected sports marketing companies in the world, managing a comprehensive portfolio of top properties. Led by President & CEO Philippe Blatter, Infront covers all aspects of successful sporting events – including distribution of media rights, sponsorship, media production, event operation and digital solutions – and has won a reputation for its high standards of delivery.

As the number one player in winter sport and with a leading role in football, summer and endurance sports, Infront enjoys long-lasting partnerships with close to 170 rights-holders and hundreds of sponsors and media companies. Headquartered in Zug, Switzerland, Infront has a team of more than 900 experienced staff working from over 35 offices across more than 15 countries, delivering 4,100 event days of top class sport around the world every year. In November 2015, Infront was integrated into Wanda Sports Holding, part of the Chinese conglomerate the Dalian Wanda Group.

Visit the Infront Sports & Media website for more information.