Leading Sports and Media, a Cardiff based sports promotion and digital marketing company that provides commercial development for professional cycling races and teams, has secured substantial investment towards the Lead Cycle Tour (LCT) Euro Cup series of races it has planned to start in 2019.

Over 300 professional road cycling races take place in Europe annually attracting millions of spectators. Historically, there is an under capitalization on the advertising, sponsorship and merchandising opportunities created from this spectator interest. Founder of LSM, Eifion Weinzweig, a former professional racer previously based in France but from South Wales, realised the opportunity, and secured the business rights to 20 of the top races. An innovative commercialisation model, which will be known as the Lead Cycle Tour (LCT) Euro Cup, was developed and quickly attracted the attention of professional cycling’s governing bodies. However, the company required investment to exploit the opportunity.