Television viewership of pro cycling has been going down, and the trend is likely to continue if the sport doesn’t work on enhancing and modernizing its viewership strategy.   The 2016 Tour de France, for example, was the least-watched edition of the sport’s premier event since 2009.  And this directly impacts the primary revenue source: sponsorship.   The global shift in entertainment content to on-demand online viewing, combined with pro cycling’s lack of a unified broadcast licensing strategy and its escalating broadcast costs, is leading to a situation where the sport may have trouble maintaining future revenues. A smaller audience in a “number-of-eyeballs”–driven business model implies lower return on the critical investments those sponsors provide.  Over the long-term, that may drive sponsors away from the sport.    In the past, we have examined how broadcast costs can be brought...