The Power of Image Rights

Eva Lechner and Jolanda Neff (both Servetto Footon Cycling Team) pose for a photograph before the start of Trofeo Alfredo Binda - a 123.3km road race from Gavirate to Cittiglio on March 20, 2016 in Varese, Italy.

For a sport to grow globally today, it must have a strategy to connect with fans in multiple ways. Television used to be the most important way which fans watched sports, but as the cable and satellite TV subscription model has fallen apart in the last few years, there is…

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