Repucom will monitor “every second” of the the team’s global TV exposure in every UCI Pro Tour event to provide a “transparent and accurate evaluation of sponsorship potential”.

Marnix Drysdale, business development director at Omega Pharma–Quick Step, said: “In order to optimise the commercial value of our property, it is crucial that we validate our assets accurately. Pro cycling is generating tremendous media exposure nowadays, on a global scale. The sport is very ‘sponsor-centric’ and hence the strong need to better understand our value proposition. With the Repucom partnership we believe we are well positioned to add value for our sponsors and increase revenues for the team.”

The Omega Pharma–Quick Step cycling team was formed in 2003, and in the years since has won three world road titles, three time trial world championships and two World Cups.