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@dan
The thing that I don't think the UCI have really understood about cycling's global appeal is that to a new audience, the history of the sport is one of it's main selling points. It comes ready packaged with over 100 years of stories, landscapes and history that most sports can't even get close to — they really need to work on selling that to fans and looking after the legacy of the sport, rather than just rolling out lots of shiny plastic in new places.