Today the UCI released its 2023-2024 Cyclocross World Cup schedule, and I guess we stupid Americans should just shut up and count ourselves lucky that we still have one race. Those halcyon days of October 2021, during which America enjoyed not one but three World Cup races in an 8-day period, are long gone. Later in that same season, the biggest names in the sport came back across the Atlantic for the world championships. America had never seen a cyclocross season like it … and probably never will again.
What we’re left with is the season-opening race at Trek’s headquarters in Waterloo. And sincere thanks to Trek for its continuing commitment, but the bloom is off the rose. Waterloo was one of two World Cup races in America during the 2022-2023 season. Mathieu van der Poel, Wout van Aert, and Tom Pidcock skipped both. For the three superstars of cyclocross, it simply wasn’t worth the time and expense to come over from Europe. With so many races on the schedule, anyone with series ambitions or who uses the World Cup season only to tune up for the world championships can skip the American trip and keep training without jet lag. With only one American race on next season’s calendar, the situation promises to be even worse. If you’re not a Trek-sponsored rider, an American, or a Canadian, then you’re better off staying in Europe.
Ultimately, the only thing that will make things better on this side of the pond is money. Lots of money. Make American races so lucrative that the Europeans can’t ignore them. The top names in cyclocross typically get appearance money to ensure their participation in races they might otherwise skip. Appearance money brings in the most popular racers, and that attracts more fans. If you’re monetizing the fan base—like every major sport in the world does—then attracting more fans equals more revenue for the race promoters. Done right, that’s a self-perpetuating cycle with benefits for everyone and a path back to multiple World Cup races in America.
Waterloo’s World Cup race will be the biggest cyclocross event in Wisconsin in 2023. It will fall smack in the middle of the Wisconsin Cycling Association season. So, it’s not too early to think about what the WCA calendar will look like, but it is too early to expect any announcements. Last year’s calendar wasn’t released until May 24. The very top level of cyclocross is now barely breathing outside of Europe, but there’s every reason to expect our state championship series will continue to be strong. Hang in there, baby, #crossiscoming.
No comments:
Post a Comment