'Too focused on charm and tradition’: Van Aert says cycling must modernise to survive

In recent months, the discussion around cycling’s revenue model has intensified — and for good reason. Teams are forced to merge to stay afloat, or they pull the plug altogether. Race organisers warn they can no longer sustain events under the current structure. Wout van Aert is also convinced the system is no longer enough.

According to the Belgian from Visma | Lease a Bike, the sport is becoming increasingly fragile. When a sponsor steps away, a team immediately finds itself on shaky ground. “I think that fragility would be far smaller if there were revenue streams beyond sponsorship alone,” Van Aert tells De Tijd. “From TV rights, for example, or other organisations.”

The classics specialist is referring to a more American-style model, where teams and athletes receive a larger share of the pie thanks to income that doesn’t depend solely on sponsors. “When I look at how the NBA controls its playing field, yet still lets teams benefit from TV revenues — cycling can learn a lot from that.” Van Aert recently visited NBA legend Reggie Miller.

Another potential solution is charging an entry fee for races. This idea is often treated as taboo, because cycling has traditionally been a free sport for spectators. “In cycling, we may be a bit too focused on charm and the popular, folksy aspect,” Van Aert says. “If you ask five euros for entry, that doesn’t make it any less of a people’s sport. Cyclocross charges entry, and nothing is more folksy than that.”

Van Aert believes riders and teams earn more than they currently receive. “Correct me if I’m wrong, but major races like the Ronde or the Tour stand or fall with us — the riders and teams who show up,” he says. “But as a team we don’t even get compensation that covers the cost of participating. That should be the minimum. The pie can be divided more fairly.”

One thing that helps — at least on the surface — is the increasing presence of major sponsors. Red Bull and Lidl bring millions to their teams, while UAE Team Emirates - XRG and INEOS Grenadiers have enormous financial backing. But Van Aert argues that the real issue remains untouched: big sponsors alone won’t solve cycling’s flawed structure.

“The more, the better,” he says of major backers. “Of course there are sponsors who say: here’s 100 million, do whatever you want. But then we keep approaching everything the same way. The struggling teams still won’t benefit, and the gap only grows. It’s about the entire revenue model.”