Couchmans LLP Advises Velon on Hammer Cycling Series

Specialist sports law firm Couchmans LLP, has advised Velon, the collective of pro cycling teams and a leader in cycling fan engagement, on the launch of its new cycling event – the Hammer Series.

The Hammer Series is an event in which Velon’s member teams will compete in the Hammer Sprint, Hammer Climb and Hammer Chase, culminating in one team being crowned the best team in the world. As part of the series Velon will provide a range of live data, from rider power to heart rate, to bring fans closer to the heart of the action.

Couchmans’ Corporate and Intellectual Property lawyers advised Velon on all aspects of the deal.

Graham Bartlett, Chief Executive, Velon said: “This series is very important to the development of Velon’s goals in 2017 and will demonstrate how new race formats can excite both the fans and riders alike. Making cycling more accessible and engaging for fans is a major focus for Velon. By developing a brand new cycling format we have created new opportunities to bring fans closer to the action, for example, by showing live rider performance data on the Velon digital platforms and social media. Couchmans’ understanding of the technology and sporting landscape was fundamental to ensuring this deal worked out as planned”.

Couchmans’ work on the project was led by Partner, Satish Khandke, who said:

“The Hammer Series is an example of how traditional sports can modernise and grow their fan base in the digital world. Working on innovative projects which use new technology is fantastic as it enables us to stay at the cutting edge of sport.”