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Resolution 2023-32596RESOLUTION NO: 2023-32596 A RESOLUTION OF THE MAYOR AND CITY COMMISSION OF THE CITY OF MIAMI BEACH, FLORIDA,, WAIVING SPECIAL EVENT FEES, IN THE TOTAL AMOUNT NOT TO EXCEED $22,613.64, FOR THE NATIONAL CYCLING LEAGUE CYCLING EVENT HELD SATURDAY APRIL ;8, 2023, ON OCEAN• DRIVE AND WASHINGTON AVENUE FROM 8th TO 13th STREETS. WHEREAS, the National Cycling League Cycling event (the "Event") took place_April 8, 2023; ,and WHEREAS, the Event was held on a loop cycling, track on Ocean Drive and Washington Avenue. from, 8th to 13th Streets; and WHEREAS, the professional and community cycling event.was a family -friendly activation that featured a Fan Fest on Ocean Drive and 1.1th street,'a Kids Race, and a Community Bike Ride hosted by Break the Cycle; and WHEREAS, the National Cycling League team also hosted a Bike Build and Bike/Helmet Give community event held on Thursday, April 6,_ 2023 at Fienberg 'Fisher K-8 Center located at 420.Washington Ave; and WHEREAS, the Mayor and City Commission wish to. approve the waiver of special event fees in the amount not to exceed $22,613.64, for the National Cycling League 'Cycling event, which represents application fees, permit fees, vehicle beach access passes, square footage fees, and taxes; and WHEREAS, the waiver approved herein shall be applied asa credit against any remaining amounts due to City, with any remaining balance, if any, refunded to the Event Organizer. NOW, THEREFORE, BE IT DULY RESOLVED BY THE MAYOR AND CITY COMMISSION OF THE ' CITY OF MIAMI BEACH, FLORIDA, that the Mayor and City Commission hereby waive special event fees, in the total amount not to exceed $22,613.64, for the National. Cycling. League Cycling event held April 8, 2023, on Ocean Drive and Washington Avenue from, 8th to 13th Streets. /� . I PASSED and: ADOPTED this o(O day of A10ri , 2021 ATTEST: JUN 14 2023 D n Gelber., Mayor Rafael E. branadb, City Clerk (Sponsored by Commissioner'Kristen Rosen -.Gonzalez) APPROVED AS'TO FORM & LANGUAGE &. FOR EXECUTION z- z3 City Attomay Date tp New Business and Commission Requests - R9 X MAMI BEACH COMMISSION MEMORANDUM TO: Honorable Mayor and Members of the City Commission FROM: Commissioner Kristen Rosen Gonzalez DATE: April 28, 2023 SUBJECT: DISCUSS/TAKE ACTION TO PROVIDE NATIONAL CYCLING LEAGUE A RETROACTIVE WAIVER OF SPECIAL EVENT AND SQUARE FOOTAGE FEES AND PROVIDE A CITY SPONSORSHIP NOT TO EXCEED $75,000. ANALYSIS The National Cycling League is asking the Commission to approve a retroactive waiver of special event and square footage fees in addition to a city sponsorship not to exceed $75,000 for the event that occurred on April 7-8, 2023 in Lummus Park. SUPPORTING SURVEY DATA N/A FINANCIAL INFORMATION N/A Applicable Area Citywide Is this a "Residents Right to Does this item utilize G.O. Know" item, -pursuant to Bond Funds? City Code Section 244? Yes No Legislative Tracking Commissioner Kristen Rosen Gonzalez ATTACHMENTS: Description ❑ NCL Email Backup 2 ❑ NCL Email Backup ❑ Waiver Documentation ❑ NCL Economic Study ❑ N CL Axios Article ❑ NCL L'Etage Article ❑ NCL Miami New Times Article ❑ NCL USA Today Article Herrera Gonzalez,Ambar From: Brian Ehrlich <brian@paradigm01.com> Sent: Tuesday, April 18, 2023 4:42 PM To: kristen rosengonzalez.com; Rosen Gonzalez, Kristen Cc: Herrera Gonzalez,Ambar; Monserrat, Marcia Subject: National Cycling League (NCL): April 28 Commission Meeting Attachments: Waiver Documentation.pdf; Miami Beach NCL Cup Economic Study.pdf [ THIS MESSAGE COMES FROM AN EXTERNAL EMAIL- USE CAUTION WHEN REPLYING AND OPENING LINKS OR ATTACHMENTS ) Hi Kristen: We really appreciate your help in helping to secure the below waivers from the City, + a $75k sponsorship from the City. I have been working with Marcia and she presented us with a path forward which I have outlined below. I also wanted to share with you the success of the NCL Miami Beach Cup that took place April 7-8 in Lummus Park. At a high level: - Approx. 20,000 spectators (estimated by Sargeant Lester) - Economic Impact of $21MM on City of MB (see attached study) - Front Press Coverage in USA Today: https://www.usatoday.com/story/sports/cycling/2023/04/10/nfi-stars-like-ialen- ramsey-derwin-iames-invest-cycl i ng-league/11633608002/ - Global distribution to 100,000 viewers worldwide through GCN+ (a division of Discovery). - Please also see the attached NCL Miami Beach Economic Impact study by Clemson University detailing the outcomes of the NCL Race - Video footage from the event here: https://www youtube com/watch?app=desktop&v=RD9eKlUJmlo&t=]s&pp=2AEBkAlB A Request for the April 28 Commission Meeting: Marcia and I spoke last Friday about what the City can do to retroactively support our investment we have already made in -Miami Beach. As you may recall, we were asked to move the event to the April 8 weekend, and then were not offered any funds from the alternative spring break programming, once we made that move, unbeknownst to us. Marcia outlined the following option which I would like to ask your help with sponsoring.at the April 28th Commission meeting: 1) City Waivers for the following: - Waiving of all Special Permit fees + application fees, square footage fee, special events city services fees, vehicle access fee, (See attacched Waiver Documentation PDF). 2) A City sponsorship in the amount of $75k -A request that the City sponsor the April 7-8, 2023 event in the amount of $75k, to pay for costs we have already paid to the City for Police, Fire, Parking, Transportation, Building etc. My understanding from Commissioner Richardson is that there should be funds from the resort tax fees which could be applied here. I'm reminded of your comments that Miami Beach should be attracting high -quality events like ours that draw families, residents, and sports ethusiasts. I believe we have exceeded expectations and we are also ready to commit to producing this event again in 2024. Can you help me with these two items above? many thanks. Brian https•//www usatoday com/story/sports/cycling/2023/04/10/nfl-stars-like-ialen-ramsev-derwin-iames-invest-cycling- league/11633608002/ ---------- Forwarded message --------- From: Jon Medeiros <ion@nclracing.com> Date: Mon, Apr 10, 2023 at 6:44 PM Subject: Payments to Miami Beach To: Brian Ehrlich <brian@paradigm0l.com> Cc: Sasha Hoffman <sasha@nclracing.com>, Candace Fleming <candace@nclracing.com> Hi Brian - here's what I have per my records. Candace and Sasha are CC'd in case I missed any. Total that I have is $151,203.42, including police & fire. Vendor Category Total Amt Paid/Due Miami Beach Permitting 8,604.00 3/28/23 Miami Beach Permitting 305.38 3/30/23 Miami Beach DOT - Traffic 2,684.00 3/30/23 Miami Beach Permitting 4,337.39 3/31/23 Miami Beach Permitting 2,688.87 4/4/23 Miami Beach Parldng 2,586.00 4/4/23 Miami Beach Permitting 1,000.00 4/4/23 Miami Beach Permitting 4o8.00 4/4/23 Miami Beach Permit (big one) 70,529.78 4/4/23 Miami Beach Fire Fire 17,96o.00 3/31/23 Miami Beach Police Police 40,100.00 4/3/23 Jon Medeiros, Finance National Cycling League ion@nclracing.com +1 508-965-3033 Brian Ehrlich Co -Founder Paradigm 01 305.733.8870 brian@paradigm0l.com Brian Ehrlich Co -Founder Paradigm 01 305.733.8870 brian@paradigm0l.com Brian Ehrlich Co -Founder Paradigm 01 305.733.8870 brian@Paradigm0l.com Herrera Gonzalez,Ambar From: Brian Ehrlich <brian@paradigm0l.com> Sent: Thursday, April 20, 2023 1:45 PM To: Herrera Gonzalez,Ambar Cc: Monserrat, Marcia Subject: Articles about NCL [ THIS MESSAGE COMES FROM AN EXTERNAL EMAIL - USE CAUTION WHEN REPLYING AND OPENING LINKS OR ATTACHMENTS Ambar: Below are the links to the NCL press coverage: Front Press Coverage in USA Today: https://www usatoday com/story/sports/cycling/2023/04/10/nfi-stars-like-ialen-ramsev-derwin- j ames-invest-cycling-leag ue/11633608002/ Miami New Times: https•//www miaminewtimes com/arts/things-to-do-in-miami-national-cycling-league-tournament-april-8-2023- 16694870 Axios: https•//www axios com/local/miami/2023/04/07/national-cycling-league-miami-beach L Etage Magazine https:Hletagemagazine com/the-national-cycling-league-ncl-announces-2023-ncl-cup-races-with-miami-beach-mayor- dan-gelber-and-founder-paris-waIlace/ On April 6th, NCL held a Bike -Build -and Giveaway with Feinberg Fisher and Principal Acosta, where we donated 90 bicycles to the second grade class. It is our hope to continue this partnership in 2024 and beyond. Brian Brian Ehrlich Founder Paradigm 01 305.733.8870 brian@paradigm0l.com BILLING CONTACT Chris Reed NCL Racing 3156 Sw 27Th Ave, Ph 405 Miami, FI 33133 MIAM BEACH 1700 Convention Center Drive Miami Beach, Florida 33139 305.673.7000 INVOICE NUMBER INVOICE DATE INVOICE DUE DATE INVOICE STATUS INVOICE DESCRIPTION 00401854 0410412023 0410412023 Due National Cycling League 2023 REFERENCE NUMBER FEE NAME TOTAL SPE1222-1243 Application Fee $286.00 SPE1222-1243 Permit Fee Special Events $570.00 SPE1222-1243 Special Event Security Deposit S20,000.00 SPE1222-1243 Special Events - 7% Tax $2,095.28 SPE1222-1243 Special Events - City Services 25°lo $15,916.00 SPE1222-1243 Square Footage Fee Non -Beach $29,932.50 SPE1222-1243 Vehicle Access Pass Non Beach $1,730.00 1116 Ocean Dr Miami Beach, FL 33139-4609 SUBTOTAL S70,529.78 TOTAL I S70,529.78 I MRTIONFIL CYCLING LEFIGUE National Cycling League Miami Cup Invitational Fan Experience and Economic Impact Study Angeline Scheinbaum, Ph.D. Dan Duncan Endowed Professor of Sport Marketing, Clemson University/ Event Sponsorship Measurement, LLC/aschein@clemson.edu April 10, 2023 Event Sponsorship Measurement, LLC z Table of Contents I. Methods a. Objective/Purpose b. Instrument c. Pre -Test d. Field Study Procedure II. Economic Impact & Geographic Scope a. Resident Status b. Nights Spent in Miami c. Daily Spend d. Zip Code e. Countries Represented f. Dedicated Fan % g. Travel Party Size III. Sponsor/Partner Awareness IV. Fan Lifestyle, Interests, & Activities/ Psychographics V. Demographics Event Sponsorship Measurement, LLC 3 I. Methods a. Objective/Why this Research is Crucial An initial meeting with the league representative and event management lead was held to confirm the goals of this research. Broadly, these goals included: a) to obtain an initial benchmark for the future NCL events, b) to obtain an economic impact figure, c) to get an initial estimate of sponsor/partner awareness, d) to document fan's interest in cycling and other related appreciation of the cycling event, and e) to document the demographics of the fans. This research is crucial, because it provides the evidence that people do notice and appreciate sponsors and have gratitude for this novel and innovative league. In turn, this provides the league the data to show a potential title sponsor and other main sponsors that their investment in the league and affiliation filiation with it is a smart move for their brand to be affiliated with such a league that values gender equity, diversity, and the new image of American cycling. Further, the economic impact figures are the evidence to the local cities and state and local businesses that this event indeed brought them business (rather than any potential perception that the road closures/inability for valet parking by the businesses could hurt their sales). Indeed, we document that this event 1) brought money to the local area that would not have already been there without this race, and 2) that people really appreciate this new league and event, and 3) there is a diverse population of fans who support this event so much that they intend to come back next year (and to a lesser extent, the events in DC, Atlanta, and Denver). b. Instrument The proprietary survey instrument was made by Dr. Angeline Scheinbaum (a consumer psychologist with experience with Medalist Sports going back to the 2005 Tour of Georgia). It is based on past measures from USA Cycling events that have been successful in the past. The survey items include three parts: 1) economic impact, 2) consumer behavior scales (of intentions/behaviors/psychographics), and 3) demographics. The scales in part two are established scales, meaning that other psychologists have created/tested the questions to be valid and reliable. The reason that scales are crucial (instead of individual survey question items) is because when we ask consumers a series of related questions, we can ensure the responses are valid. For example, asking a fan about their affinity for cycling in a few different ways enables us to see internal consistency. It is impossible for someone to be a passionate cyclist and not be interested in cycling at the same time. These established scales (of cycling activeness, word of mouth, sponsor affinity, etc.) ensure that the data is valid to make key business decisions with. It also enables me to compare across events when the items are the same. Valid and reliable data ensures smart decisions. The individual questions will be apparent in the following sections of this report. Event Sponsorship Measurement, LLC 4 c. Pre -Test Dr. Scheinbaum's two classes of sport marketing at Clemson University pre -tested the instrument. They tested the links and the QR code and made suggestions as to clarity. 70 students took the survey in the classroom, after the professor gave them a lecture about the league and aims. The survey took the students 3 to 4 minutes. This gives us a separate dataset (n=70) that is a control group who were not exposed to the stimuli (the race experience in person). d. Field Study Procedure The field study began in person on Friday April 7, 2023 at 6:OOpm-8pm after the Wahoo trials. It continued until Saturday April 8, 2023 from noon (when the fan fest opened) unti17:00pm. The research team consisted of Dr. Scheinbaum, Benjamin Scheinbaum (President of Event Sponsorship Measurement, LLC), and volunteers trained by Dr. Scheinbaum. There was a prominent fan survey tent in the vendor village. The researchers brought twenty signs and two banners with a QR code that links to the survey, and hung them across the fan fest village and the VIP hospitality area. In addition, paper copies were available for those who preferred to take it via pen and paper. There was approximately an even split among these preferences. One reason that the paper was crucial, is because not all fans had reliable internet on their phone or a full battery. This resulted in n=211 complete and reliable surveys, which is a strong sample size considering that the comparison sample size for a day at similar events (Tour of Utah, Tour of Georgia) that we ran were less than that. We made caution, especially in the VIP area, to not approach fans who looked engaged with the race or conversations as it is important to do this with class. As such, I remained visible and available with NCL Swag and the clipboards of surveys in the VIP area, and this made for a more organic approach. Almost everyone said yes to the survey (which is rare in my 15 year experience in cycling research). Many were complimentary and appreciative that the league is documenting this, and many asked if this event will be held again each year. The incentives for the survey completion were water bottles and hats (in the fan fest area) or NCL t-shirts or hats (in the VIP area). By far, the t-shirts were the most popular. Event Sponsorship Measurement, LLC 5 II. Economic Impact & Geographic Scope The economic impact of the 2023 NCL Miami Race based on the crowd estimate of 20,000 (that includes Ocean Drive all the way to Washington Ave. plus the corner turns on 8th St. and 13th St. per Sgt. Lester) is $20,928,256. With a more conservative crowd estimate of 12,000 (Ocean Dr. alone per Sgt. Lester with Miami Beach PD), the economic impact is $12,556,954. We suggest the inclusive figure of $20.9 million. Resident Status Non-resident of FL 0 Live in FL (but > 50 mi. away) 0 Local (live within 50 mi.) Just over half of our fans came from out of state. However, there were many locals, and to a much lesser extent, fans that came from more than 50 miles away (but were still FL residents). The definition of a tourist is someone who travels more than 50 miles, so this industry standard was used. Nights Spent in the Miami Metro Area Field Min Max Mean How many nights do you expect to stay in the Miami metro area on this trip? (If you are a local, skip this 0.0 8.0 3.2 question) On average, our fans (who were not locals) spent 3.2 nights in the Miami metro area. This is on par with other professional cycling events. Event Sponsorship Measurement, LLC L Daily Spend For today only, how much will you spend in the following categories? Field Nl i n Max Mean Food/Drink 0.0 2000.0 137.5 Lodging 0.0 10000.0 252.1 Ground Transportation/Gas 0.0 800.0 41.9 Retail Purchases 0.0 5000.0 66.4 Recreation/Sightseeing 0.0 1000.0 42.8 Other 0.0 2000.0 23.1 On average, there was a vast range of daily spends in the classic economic impact categories of food/drink, lodging, ground transportation/gas, retail, recreation/sightseeing, and other. As can be seen, many fans did not spend any money, which does bring down averages; however, it is accurate and plausible. We do note some of the max ranges which do at first seem high; however, I spoke with one of the team managers and he told me that they indeed did spend thousands on lodging and food etc., so the ones with the high numbers were the team managers. Also, some of these big spenders came from the VIP area as well. It is to be noted that these high numbers are accurate due to the high cost in the South Beach Area. For instance, my family of three had lunch on Ocean Drive (with non-alcoholic beverages) and the total was $92 as there is a 20% gratuity included in south beach restaurants. So we do believe that these figures are accurate. When comparing to Tour of Utah data, these figures are similar to the Salt Lake City and Park City data. Please refer to the last category- mean (average) daily spend. This shows that our fans spend the most on lodging ($252 dollars), food/drink ($137), retail purchases ($66), recreation/sightseeing ($42), and other ($23). Most people did not enter in the other category, but they wrote in things such as parking. Keep in mind, this is a DAILY spend. So, in adding this up, our fans, on average spent $563.80 each day. Event Sponsorship Measurement, LLC 7 Zip Code Analysis 339133392d3332334952 33592 3317832266 33027 3310133160 33131 35000 33181 300643213733312 33771 33112 33184 33328 33165 33i4533133 331413313630155 30215 33137 33132 3O33i38 5 0_0ii 0682 O2,11213 871 134 1012 211 33175 02676 601 33 339 2963 320G 15232 33T112 2311328 3303 25001 1050 27101 3224 '40 3162 1743 109 78 .... 3 326 341452990632225 37:21331533033411633372 371283332433713 33319 This word cloud shows the most frequent zip codes. It makes sense that the most frequent zip code is from the local Miami area. All of the zip codes that start with 33 are in the Miami metro area. This also shows that most of the fans are from the east coast. To a lesser extent, fans came from Orlando, Jacksonville, Atlanta, and DC as well as New York City. There is some representation from Texas, Mid -West and the West Coast- namely Denver area. Note that the larger the font, the more frequent the zip code is represented. Thus, we can confidently say that this event had fans coming from across the US major metro areas and a huge presence coming from in state. Next, we will review the international presence. Event Sponsorship Measurement, LLC Countries Represented niexicospain Canada argentina Bulgaria This word cloud shows which countries were represented. This means that these fans came to this event (or to Miami and came to the event) from these countries (instead of simply being originally from these countries). The most represented countries by far are Mexico and Canada. Interestingly, there was a solid presence from Argentina, followed by Bulgaria, Spain, France, Peru, Chile, and Poland. It is of note that we did not have fans coming from Asia; that is in line with the other professional cycling events we measured over the years (and is a smart opportunity to promote the sport there). It is important to point out that this event is in April, when school is still in session. For the upcoming summer events, past research in cycling suggests that we will have more of an international and even global fan base because it does not make sense to travel across the globe or from Europe for a short period to get back to school and or work. Thus, we can con fdent►y claim that the Miami NCL race was broadly international. Event Sponsorship Measurement, LLC 01 Dedicated Fan In Miami for the National Cycling League Race/Event 100 0 Yes No • Choice Count In economic impact calculations, it is imperative to prove that the money the event brought "would not have been spent anyway". So, we made sure to document who is here for this event (rather than simply being here in Miami in general). There was not a vastly significant difference of dedicated fans, and this is attributed to this being an inaugural event. It is also attributed to Miami being a major metro area, a popular tourist destination, and during Spring Break. Comparing this to some of the cities in the Tour of Utah, for example, those numbers of dedicated fan % are higher, because many of those towns are not tourist destinations (e.g., Odgen, UT) so the fans that were there clearly went out of there way to visit there just to see the cycling event. Hence, this result makes sense, and is valid. I am careful to only count the dedicated fans in the economic impact calculation, which is industry standard. Event Sponsorship Measurement, LLC Travel Party Size- Adults Field Min Max Mean How many adults are in your travel party (including yourself)? 1.0 20.0 2.7 Children Field Min Max Mean 10 How many children? 0.0 4.0 0.4 The average travel party size was 2.7 adults. While some fans came alone (much more common among the locals), some of the teams and their family and friends came with up to 19 other people. Interestingly, the fans on average did not bring a lot of children- and the modal response was zero. The mean is 0.4 children. This is significantly less than the other cycling projects we have measured. This is plausibly to some perhaps thinking that South Beach isn't so child friendly due to the party vibe and the area expense. However, as parents ourselves, we see immense opportunity for this and future NCL events to position this in sport marketing campaigns as family friendly fun. For instance, our 12 year old son came to the event and was enthralled with the race and the festivities and no doubt can't wait to tell his friends. We hesitated due to the party nature of South Beach but are so glad he had the experience. The NCL event itself was indeed family friendly despite what this data suggests! In the fan Pest area, there were lawn games, places to ride bikes for speed races, and of course the kid race and bike build. In the VIP area, there were a few VIP guests who brought their kids and it was quite impressionable to see the kids having fun running around having a great time. In sum, the average party size was 3.1 people. Event Sponsorship Measurement, LLC III. Sponsor/Partner Awareness Field Full Speed Ahead (FSA) DeFeet Factor GCN+ Choice Count 37 65 poc Power Bar Rudy Project Wahoo Wish For Wheels Greater Miami Convention and Visitors Bureau Dry Farm Wines The Underline Florida Sports Foundation USA Cycling Vision Bont Cycling Uncle Nearest Vitality Wellness I am not aware of any of the NCL partnerships/sponsors. Fans were most aware of Wahoo (97 fans) due to their on -site activation with the Friday race and prominent tent location. This is followed by USA Cycling (89), whose race for speed was a hit. GCN+ performed well (80) as did Factor and Power Bar (70 each), and DeFeet (65). There is evidence most fans are aware of the partners, and being a new league and first event, this is a stellar outcome. Event Sponsorship Measurement, LLC 11 70 80 48 70 48 97 34 34 32 24 23 89 27 37 21 25 41 IV. Fan Lifestyle, Interests & Activities/Psychographics Cycling Activeness Anything related to cycling grabs my attention. Strongly ... Disagree Somewhat ... Neither ... Somewhat ... Agree Strongly agree • Choice Count I am passionate about cycling. 50 — Strongly Disagree Somewhat Neither agree Somewhat Agree Strongly agree disagree disagree nor disagree agree • Choice Count I like to learn more about professional cycling. W o Strongly Disagree disagree • Choice Count Event Sponsorship Measurement, LLC Somewhat Neither agree Somewhat Agree Strongly agree disagree nor disagree agree 12 13 pay a lot of attention to anything about cycling. 50 0 = M M M E E Strongly disagree Disagree Somewhat Neither agree disagree nor disagree Somewhat Agree Strongly agree agree • Choice Count I am heavily into professional cycling. 50 0 ■ ■ ■ E ■ Strongly disagree Disagree Somewhat Neither agree disagree nor disagree Somewhat agree Agree Strongly agree • Choice Count love watching cycling/attending cycling events with friends. 50 0 E ■ Strongly Disagree Somewhat Neither agree Somewhat Agree Strongly agree disagree disagree nor disagree agree • Choice Count The above items comprise an established scale in sport marketing called "Fan Engagement" with cycling. By asking a series of related questions about their attention, passion, desire to learn more, being "into" professional cycling, and watching/attending cycling races with friends, we can see that the data is valid as it "hangs together". This means we see a clear pattern in this scale. There is more variance here compared to past cycling events measured. Yet, we clearly see that the modal finding is that our fans strongly agree that they are engaged with the sport of cycling and that they identify as a cycling fan. Event Sponsorship Measurement, LLC Corporate Social Responsibility The NCL fulfills its social responsibilities. Strongly ... Disagree Somewhat... Neither ... Somewhat ... Agree Strongly agree • Choice Count I think that the NCL acts with society's interests in mind in respect to gender equity in sport and diversity, equity, and inclusion. 0------ Strongly ... Disagree Somewhat ... Neither ... Somewli,it Choice Count The NCL gives back to society. >o — o_.� ._- Strongly Disagree disagree • Choice Count Event Sponsorship Measurement, LLC Somewhat Neither agree Somewhat disagree nor disagree agree � t- (11 ee Strongly agree Agree Strongly agree 14 15 The NCL acts in a socially responsible way. 50 0 ■ M ■ 0 Strongly Disagree Somewhat Neither agree Somewhat Agree Strongly agree disagree disagree nor disagree agree • Choice Count The above items are the established corporate social responsibility scale. The construct taps into items about the NCL acting in a socially responsible manner, gender equity/DEI, fulfilling social responsibilities, and giving back. The data shows that overall, fans believe that the league is socially responsible. It averages higher than a past project where we used this scale at a prominent professional tennis event. This means that the league has done a solid job via the website, social media, and announcing on -site some of the gender equity initiatives. For example, in the sizzle video, the term "equal pay for equal play" shows a behavior of standing up for this. It is not "slacktivism", which we see other companies do where they say they are all about gender equity then when it comes down to it, the actions just aren't there. Authenticity is key in modern sport marketing. The DEI measures are strong as well. This is because the league, again, shows behaviors not just words. The teams are diverse, and the staff is diverse. This is commendable, and this data shows that our fans notice and care about this. Research in consumer behavior shows that the younger generations especially simply expect companies and sport leagues to be diverse and gender inclusive for women in sports. So, this data shows that the NCL is a thought leader here in social responsibility, gender equity, DEI, and our fans notice. Event Sponsorship Measurement, LLC 16 NCL's Perceived Sincerity Strongly Disagree Somewhat Neither Somewhat Agree Strongly disagree disagree agree nor ... agree agree • The NCL is likely to have the best interests of the community at heart. • The main reason the sponsors are involved is because they believe this sport des... • The NCL would probably support this event even if it had a much lower profile. Just how sincere do our fans perceive the NCL to be? Very sincere. This is strong evidence that our fans believe that this league is here for the right reasons and is sincere. Using the established scale of sincerity in business, it is clear that the modal response from fans is that the NCL has the best interests of the (cycling) community at heart, the main reason the partners are involved is because cycling deserves support, and that even if this event had a much lower (status) profile, the NCL would probably still support cycling. This is important because our past research (see Scheinbaum et al 2017, Journal of Advertising Research), we have scientifically proven that without consumers thinking a company or team/league/sponsor is SINCERE, it all falls apart. This is especially true of the younger generations. It is imperative to continue showing and communicating that we simply love cycling, and we are here for the love of the sport, the community, and having the league because it is so good for the sport. America needs a more modern, fast -paced, co-ed, fun, inclusive spectator sport on the country's iconic streets. And as I often say in advocating cycling, where else can you have such close access to professional athletes and a free (ticketless) spectator experience? These are smart talking PR points for the league, and this data backs it up that the league is indeed sincere on three top dimensions. Event Sponsorship Measurement, LLC 17 Gratitude Toward the NCL a fl MMMM Strongly Disagree Somewhat Neither Somewhat Agree Strongly disagree disagree agree nor agree agree disagree • I feel appreciative to the NCL. • I am thankful to the partners/ sponsors of this Miami sporting event. • I value what the NCL does in support of the sport. • I feel thankful to the NCL and it's partners. This is the established scale to measure gratitude in business. The data shows that the majority strongly agree that they are grateful for this new league. The second most common response is that they agree they are grateful. The scale includes four dimensions: appreciation, thankfulness to the partners/sponsors, value of that the league does for the sport, and thankfulness to the league. To show internal reliability of the construct, notice how there is consistency among the different colors. That suggests validity as well. Of note, the highest performing area is the fan gratitude toward the sponsors/partners. This is solid evidence for sponsorship sales for future events and to show the current sponsors that they are so appreciated. Event Sponsorship Measurement, LLC 18 Social Media Word -of -Mouth (eWOM) The data show that the fans are willing to share their positive experiences on social media and other digital platforms. Most strongly agree, followed by agree on all dimensions. Strongly Disagree Somewhat Neither Somewhat Agree Strongly disagree disagree agree nor ... agree agree • 1 am willing to provide positive information about the NCL to other online users. • I am willing to positively share my experiences at this event with others on soc... • I am willing to share positive information about the NCL with others online. Event Sponsorship Measurement, LLC Virtual Reality/Augmented Reality The fans mainly strongly agree or agree that they want to try cycling with virtual or augmented reality (for instance, as was done with the Wahoo trials). 60 40 20 �` �.ENE .. _._ 0 Strongly Disagree Somewhat Neither Somewhat disagree disagree agree nor agree disagree Agree Strongly agree • It is very likely that I will try virtual reality with indoor cycling when it is... • 1 will use virtual reality with my cycling. I will definitely try virtual or augmented reality with cycling. Event Affinity/Emotions These data clearly show the modal fan feels this event was exciting, appealing, interesting, and stimulating. This rates higher than past events. 100 -- 50 Strongly Disagree Somewhat Neither Somewhat Agree Strongly disagree disagree agree nor agree agree disagree • This NCL Miami event is exciting. • This NCL Miami event is interesting. r This NCL Miami event is stimulating. • This NCL Miami event is appealing. Event Sponsorship Measurement, LLC 19 20 Revisit Intentions I intend to attend the NCL Cup Miami Beach Invitational next ye �o o — Strongly Disagree Somewhat Neither agree Somewhat Agree Strongly agree disagree disagree nor disagree agree • Choice Count I intend to attend the NCL Cup race in Washington DC. JO 20 Strongly Disagree Somewhat disagree disagree • Choice Count Neither agree Somewhat nor disagree agree Agree Strongly agree intend to attend the NCL Cup race in Atlanta. -io _ --- ----- Strongly Disagree Somewhat Neither agree Somewhat Agree Strongly agree disagree disagree nor disagree agree • Choice Count Event Sponsorship Measurement, LLC 21 I intend to attend the NCL Cup race in Denver. 40 20 ■0 Strongly Disagree disagree • Choice Count =I 0 ■ Somewhat Neither agree Somewhat Agree disagree nor disagree agree Strongly agree Fans clearly state they intend to return to this event if it is held again in Miami. The other cities have lesser intention, which is to be expected because of the large local response. While there is a statistically significant difference in fan intention to attend the Miami event next year vs. the other city races, there is no meaningful difference among their intentions to attend Atlanta, Denver, and DC. They also are going to share positive word-of-mouth, as evidenced below. Most like it so much they would volunteer. Word -of -Mouth 100 50 0-- Strongly Disagree disagree WE Somewhat Neither disagree agree nor .. M■ IN Somewhat Agree agree • I am more likely to say positive things about this event. • I am more likely to recommend this event for someone who seeks advice about spor... I am more likely to recommend this event to others. Strongly agree As a result of this experience, I would like to volunteer for National Cycling League events in the future. #j • No • Yes Event Sponsorship Measurement, LLC zz V. Demographics Age 50 <20 21-30 • count Gender 100 50 - - ---- - 0 Male Female • Choice Count 31-40 Transgender 41-60 61+ Non-binary/non-confo Prefer not to respond Education 50 0 High school Some college Bachelor Graduate degree • Choice Count Event Sponsorship Measurement, LLC 23 Annual household income It is of note that, similar to other cycling event benchmarks, that cycling fans have among the highest household income of any sport. It is on par with golf, tennis, and slightly above motorsports based on past work. The two most common responses were over $200K and $100-124K. This is well over the average American household income of $70.7K per the latest US Census. 40 20 ■ ■ 0 M 0 N M = < $24,999 $25,000 - $50,000 - $75,000 - $100,000 - $125,000 - $150,000 - $175,000 - >$200,000 $49,999 $74,999 $99,999 $124,999 $149,999 $174,999 $199,999 • Choice Count Event Sponsorship Measurement, LLC Race/ethnicity 100 . _ ---- - — -------------- ---- --- - 50 -- — -- -- __. - -- --- --- 0 — - ----�- ---- -- - -_- - - -_ - ----�--- White/Caucasian Black/African Asian/Pacific American Islander • Choice Count Multiple American Indian Hispanic/Latino Ethnicity or Alaskan ... 24 The fans of this event are diverse, with representation among all major race%thnicity categories. The most common race/ethnicities represented are White/Caucasian, Hispanic/Latino, and Black/African American. This data shows more diversity compared to other similar cycling events, where Hispanic/Latino fans especially were underrepresented compared to this event. In summary, the analytics from the first event of the NCL clearly demonstrate this event was an overwhelming success from the point of view of economic impact, sponsor awareness and appreciation, affinity for the event, and social impact/social responsibility. Your partners at Event Sponsorship Measurement, LLC offer a hearty CONGRATULATIONS and hope that you find this data to be the ammunition needed to gain/retain sponsors, races, and to grow the brand image of the league. Please reach out to Dr. Angeline Scheinbaum (512) 788-2480 or aschein@clemson.edu for marketing research needs for future events as we would love to be a part of the Denver, Atlanta (especially as my hometown and can bring Clemson marketing student volunteers), and DC events. Thank you for trusting us with your data needs and thank you Medalist Sports and Chris Aronhalt, President, for the loyalty. Event Sponsorship Measurement, LLC NCIOS Miami Politics Business News Real Estate Sports Food and Drink Things to Do A message from Visa Public transit is more sustainable, but coma a pain. Here's a solution. Apr 7, 2023 - Sports Pro cycling league hosts inaugural race in Miami Beach this weekend nDeirdra Funcheon f W in 5 The Miami Nights cycling team will compete Saturday. Photo: Courtesy of the National Cycling League NCIOS Miami Politics Business News Real Estate Sports Food and Drink Thingsto Do What's happening: io teams will compete in races in four cities — next Atlanta, then Denver and finally Washington, D.C. in September — for more than $i million in prize money. Why it matters: The new league is testing out a co-ed format designed to value and pay women and men equally. How it works: "Rather than the traditional 'first one to cross the finish line wins' approach, our scoring system is based on points, so each lap counts, and everyone can score," the NCL website explains. • Riders will lap around Ocean Drive,13th Street, Washington Avenue and Eighth Street. • Women will race first, and men follow. All of their points are combined to make up the team's points for the day. • All NCL athletes are paid salaries in addition to their winnings at races. What they're saying: Paris Wallace, founder and CEO of the league, told Axios, "I think 5o riders going 30 to 40 miles an hour, inches apart from each other, doing a sprint finish every three minutes and subbing riders in and out, is going to be an incredibly lively and exciting experience." If you go: Spectating is free — a fan area opens at noon with a kids' race, BMX stunts and more — but VIP seating is available for $215 per ticket. 0." Get local newsworthy of your time �t�.;Po Read the latest edition of Axios Miami NQOS Miami Politics Business News Real Estate Sports Food and Drink Thingsto Do Public transit is more sustainablei'-__ but commuters say it's a pain. Here's a solution --4 • The pro race begins at 3:45pm and will take about two hours. Of note: Wallace said that he moved to Coconut Grove from Boston during the COVID pandemic and found an amazing cycling community here. • "Any given day you can go out to Key Biscayne at 6:3oam and there'll be 1,000 people there ... catching up about chisme and having just a fantastic time out there." r. u V in S Get more local stories in your inbox Get local news worthy of your time Read the latest edition of Axios Miami ETAGE M A G A Z I N E hops://letagema azine.com Q Horric Chttps:l 1 [ gema zin om ) FEATURED (https://ICL Remagazine.com/category�/Ltured/ The National Cycling League (NCL) Announces 2023 NCL Cup Races with Miami Beach Mayor Dan Gelber and Founder Paris Wallace A LLF t.gc Magazine shuns://Ietagemagazmc.com/author/sabnna/I O March 23, 2023 The National Cyclingj.UgUs_(blips://nciracing.com ) (NCL), the first -ever professional cycling league, hosted a historical Press Conference on Thursday, March 23, outside W South Beach. Co -Founder of the National Cycling League, Paris Wallace, and Miami Beach Mayor Dan Gelber, who Pro Cyclists accompanied, shared the news of the inaugural 2023 NCL Cup launching in Miami Beach on April 8 on iconic Ocean Drive at 11th Street. This is an event with many firsts... o First pro cycling league in the world o First event of the NCL Cup —Moves to Atlanta, DC and Denver o First majority -female and minority -owned league o First league to ever have gender -equal teams competing on the scoreboard —when the winner is announced, it will be the first time a combined pro team will have won something o Largest prize purse for cycling .One Million dollars wiMI BEACH (haps:l/xms5c0.o3cdn1.secureserver.net/wp-contentluploads/2023/031Paris-WAC6�E,9 ibg.%iia)Wallace The NCL Cup is a series of 4 criterium races on the most iconic streets of the most classical cities in the country. Miami Beach is first, followed by Atlanta, Denver, and Washington D.C. where teams will compete for a series prize of over $1 million. Aligning with its foundational values of equality, diversity, sustainability, and community the NCL is the first professional sports league that is majority -minority and female -owned including the likes of NBA star Bradley Beal, former Bachelorette Rachel Lindsay, and the NFL's Jalen Ramsey, Derwin James, and Casey Hayward to name a few. The mixed -gender participating teams will feature athletes from around the world, including Olympic stars like Daniely Garcia, Paola Munoz, Leah Kirchmann, Serghei Tvetcov Sergio Henao, and more. Officially launching in Miami Beach, the NCL Cup Miami Beach Invitational will take place on Saturday, April 8 beginning at noon, featuring a full day of fun for the entire family. Miami visitors and locals can watch the race from the exclusive hospitality area VIP seats (fps:/Iwww.eventbrite.com/e/ncl-cup-miami-beach-tickets-546768397997), or for free at one of Ocean Drive's famed cafes. The community is encouraged to participate in charity group rides, kids' races, and volunteer opportunities(hhnps:/Irunsignup.com/QuickReg/141453) — and enjoy food served up by Smorgasburg Miami in the FanFest expo. r L (Ul2s://xms5c0.o3cdn1.secureserver.neUwtrcontent/uclods/2023/03 rMeS--*7gs�Vf33 A$i'M#E%Rf6R.�88led.jpg) Beginning at 3:30 p.m., the professional women's teams will be introduced ahead of their 4:15 p.m. start time. They will be followed by the professional men's teams at 6:00 p.m. Each race is 30 laps of a 1-mile circuit where points are earned for the first three finishers of every lap. the male and female scores both contribute equally to the total team score and the team with the most total points wins the event. Fans can watch races in person, for free, or stream live on any screen on the Global Cycling Network, GCN+. The interactive event reduces the knowledge barrier of becoming a fan by adding a scoreboard and creating a league structure that mimics most other professional sports, yet innovates foundationally, across structure, culture, and values. (b.Ups://xms5c0. o3cdn 1. secu rese rver. net/wo-contenUu nloads/2023/03/RALVO 169-1.jpg ) RACE DAY (April 8) Line Up as Follows: 12:00 PM: FanFest Opens—TheFanFest will feature a selection of local food vendors and experiences for the whole family. Location: Lummus Park 12:00 PM & 1:30 PM: BMX Freestyle Stunt Shows Location: Ocean Drive between 11th and 12th Streets 1:00 PM: Kids' Races — Open to youth ages 7-11 to compete in a 50-yard dash on bikes. 'Children must bring their own bike and helmet. Location: Ocean Drive between 9th and 11th Streets (Starting line at 9th) 2:30 PM: Roll Like A Pro: NCL Community Bike Ride hosted by Break The Cycle — Join Break the Cycle for a community ride on the racecourse. 'Riders must bring their own bike and helmet. 'Pre-registra i n (https://form.iotform.com/230711987362056) required Location: Start / Finish line (enter Ocean Drive at 8th Street) 3:30 PM: Race Kick -Off — Don't miss the team and athlete introductions! Location: Ocean Drive at 11th Street 4:15 PM: Pro Women's Race Location: Race Course (Ocean Drive at 11th Street) 6:00 PM: Pro Men's Race Location: Race Course (Ocean Drive at 11th Street) 7:30 PM: Awards Ceremony Location: Start/Finish line at Ocean Drive at 11th ADDITIONAL INFORMATION: For more information, visit NCLRacing.com (Up //NCLR2ging.com) Follow National Cycling League (NCL) on Instagram (!IUps://www.inst gram.com/iricirac! g?hl= n) and Facebook (fps://www.facebook.com/NCLRacing/) 2023 NCL Cup https: l lleta emagazine-.comltag/2023-ncl-cup/I Atlanta (http.s:t/letagemagazine.com/tag/atiantal) Bradle Beal hops llleta emagazine. com/taglbrad ley- bea I/Brian Ehrlich (http.s:llletagtmagazine.comltag/brian-ehrlich/) Casey Ha ward https:lllcta emagazine.com/ta Icasey-hayward/ c cling http.. 111etagemagazine.com/Lag/c,XclingQ Dan Gelber (hops: I l letagemagazine. com/ta ldan- elberl Daniely Garcia (hops:/lleta emagaziaL.L tagldaniely_ arcial) DC https llletagemagazine.comlta Idol Leah Kirchmann (https://letagemagazine rom/taglleah-kirchmann/) I. etage Magazine hope-.1/letagemagazine.comlta Ig Ictage-magazine/ miami beach (https:l/Iota emagazine. com/taglmiami-beach/) VCL h aps: /I Ietagemagazine. com/ta /nell NCL Cup Miami Beach (htcps:/I letagemagazine.comltagl ncl-cup- miami-beach/) Ocean Drive (https: I lletagemagazi ne.cam/tag/ocean-drive/) One Million Dalars (https:/iletagemagazine.com/tag/one-million-dalar%�/ Munoz (https:/Iletagemagazine.com/tag/paota-munoz/) Paris Wallace(https:/lletdgemagazine.com/taglparis-wallace/) Rachel Lindsay https.// letagemagazi ne.com/tag/rachel-li ndsay/j Serghei Tvetcov Sergio Henao (http.s://Ietagemagazine.com /ta glserghei-tvetrov-Sergio-henao/) The National Cyclingleague https: I I letagemagazine.com/Lag!the-national-cycling-Ica uel W South Reach (hup.s;I/ letagentagazine, com l taglw-south-beach l) Washington U.C. (https://leta emagazine.comltag/wash ington-d-c-2/) SHARE ON: Share Like 6 5 Save (hops:i/www.pinteresLcom/pinicreatelbutton/?guid=JHudKDemyG_A-18url=littps%3A%2F%2F]etagemagazine.com°/,2Fthe-nationalcycling-league-nci-announces-2023-ncl-cup-races-witli niatnibeach-m wallace%2 F 8medi a=https%3A1r,2F %2F xms 5c0. p3cdn 1. se cu reserver.net%2 Fwpro ontent%2F upl oa ds %2 F 2023%2F03° i, 2 FPari s-Wall ace-0a n-Getber-Bri .,,- Ehrlich 1.lpg%3Fbrne%3D16620123038description=The%26National%2BCycling ! 28League%2B(NCL)%2BAnnou nces%282023%2BNCL%2BCup%2BRaces%2Bwith"/o2BMiami % 2BBeach % 28Mayor % 2BDan%2BGelber% Tweet ABOUT THE AUTHOR i,,agg-Magazine ((httpAjlletag=Agazine.com/author/sabr6na/). RELATED POSTS SPORTS The National Cycling League Rides Into Miami Beach JESSE SCOTT APRIL 5, 2023 9:OOAM National Cycling League cofounder Paris Wallace hopes the Miami Beach Invitational becomes an annual tradition. Photo by World Red Eye zT f V F z -, I A new professional sports league launches its first event in Miami Beach this week. The National CyclingLeague-(NCL) — billed as the world's first professional cycling league with a slew of owners that includes NBA star Bradley Beal, Bachelorette alu,�D Rachel Lindsay, and NFL star Jalen Ramsey — rolls into town for the Miami Beach Invitational on Saturday, April 8, alongside a week of festivities leading up to it. "We started this company about lb months ago with a vision of a sports league of the future — majority -minority, female -owned, sustain ability -focused, and leaving little to no footprint," NCL cofounder Paris Wallace tells New Times. "And here we are, gearing up for races on some of the most iconic blocks throughout the country." Use of this website constitutes acceptance of our terms of use our cookies policy, and our privacy -policy The Miami New Times may earn a portion of sales from products & services purchased through links on our site from our affiliate partners. ©2023 Miami New Times, LLC. All rights reserved. Unique to the NCL, teams are made of one m�m,,and one woman, with ten competing teams in total. On race day, the women will race at 4:15 p.m., and the men will hit the roads at 6 p.m. Each race is 30 laps of a one -mile circuit — starting and ending in Miami Beach at Ocean Drive and llth Street — where points are earned for the first three finishers of every lap. The men's and women's scores count equally toward the total team score, and whichever team has the most points wins the event. RELATED STORIES The Ten Best Gyms in Miami The Ten Best Pools in Miami But First, Let Me Take a Selfie: Gymggg, an Instagram-Friendly Gym,4pens in Miami Beach Up Next - Sponsored Content - Brook Lopez (25 points) Highlights vs. Miami Heat y��M Notable Olympians that have signed on to be part of the NCL include Daniely Garcia of Venezuela, Chile's Paola Munoz, and Romania's Serghei Tvetcov. Select cities throughout the U.S. have established teams of cyclists, including the Denver Disruptors and Miami Nights. Teams in the National Cycling League are made up of one man and one woman. Photo by World Red Eye Among Miami Nights' roster is Andrea Cyr. Based in Indiana, she has paused her career as a sports medicine physician to become a full-time professional cyclist with the NCL. "This is all about elevating the professionalism of our sport," she tells New Times. "The opportunity came up, and I am ready to put 100 percent into this sport. As a female rider, I can't overemphasize how awesome it is to have something being built with men and women on the same page and growing together. The sky is the limit." As part of race day on April 8, there will be a fan fest and food festival, BMX freestylle stunt shows, a kid's race, and a community bike ride hosted by the nonprofit Break the Cycle. Through Wednesday, April 5, there will be community rides throughout the T 1• r r .1 A •1 ! %T/ T city. ieam quatirying ror the Aprii is NUL Lup race taxes place the aay prior on rriaay, April 7. The full slate of events can be found at nclracing.com. The Miami Beach Invitational is part of the NCL Cup, a four -city tour in which teams compete for a series prize of more than $1 million. Beyond Miami, the NCL Cup will land in Atlanta, Denver, and Washington, D.C. "We want NCL race week in Miami to be thought of as one of the biggest weeks of the year in town," Wallace says. "We want this to be an annual occurrence, for sure." National Cycling League Miami Beach Invitational. 3.45 p.m. Saturday, April 8, at Ocean Drive and 11th Street, Miami Beach; nclracing.com. Admission is free, VIP tickets cost $215 via eventbrite.com. KEEP MIAMI NEW TIMES FREE... Since we started Miami New Times, it has been defined as the free, independent voice of Miami, and we'd like to keep it that way. With local media under siege, it's more important than ever for us to rally support behind funding our local journalism. You can help by participating in our "I Support" program, allowing us to keep offering readers access to our incisive coverage of local news, food and culture with no paywalls. Make a one-time donation today for as little as $1. FOLLOW: Twitter: .@jesseRscott Instagram:.@jesserobertscott TRENDING ARTS & CULTURE Where to Celebrate 4120 in Miami Chosen Family and Spirituality Led Fantasia Royale Gaga to Pride RoyQy The 17 Best Things to Do in Miami This Week NeAmes INSIDERS DON'T MISS OUT SIGN UP for the latest arts & culture news, free stuff and more! o JOIN TODAY ► USA TODAY CYCLING Cycling Add Topic NFL stars become owners in National Cycling League, hoping to change the sport Safid Deen USA TODAY Published 10:49 a.m. ET April 10, 2023 1 Updated 10:51 a.m. ET April 10, 2023 MIAMI BEACH, Fla. — Miami Dolphins cornerback Jalen Ramsey waved the starting flag in the second leg of the inaugural National Cycling Race at the corner of Ocean Drive and 11th Street on South Beach. NFL agent David Mulugheta was among four NCL co-founders who tried to avoid getting sprayed by champagne as the Denver Disruptors, one of two league -based teams, celebrated their win during the Miami Invitational on Saturday. Los Angeles Chargers safety Derwin James greeted cyclists and posed for pictures after the race, encouraging them to continue perfecting their craft as their new venture together gets underway. "You think about and hear the story about UFC and when it first started. It didn't pop off immediately, but look what it's grown into. And this is the exact way I see the NCL starting out," said Tennessee Titans safety Kevin Byard, an investor like Ramsey, James and their agent Mulugheta in the new venture, which drew 20,000 spectators in their first event. "This is just the start, and I can only imagine what this is going to be in 5-10 years down the road." NFL Draft Hub: Latest NFL Draft mock drafts, news, live picks, grades and analysis 'SHORT, FAST, INTERESTING': National Cycling League kicks off first season The National Cycling League is the brainchild of CEO and co-founder Paris Wallace, who founded and sold two health technology companies and took up an interest in cycling after moving from Boston to Miami during the pandemic. Along with co-founders Mulugheta, Randall Clark and Mark Wilkins, the NCL wants to become an organizer for criterium bike races in America. They also want to expand diversity within cycling with opportunities for minority ownership and gender equality both in competition and pay. For the NFL players, it's an opportunity to have an ownership stake in a new American sports league and diversify their portfolios outside of their NFL salaries and endorsement deals. "If you think about the NBA or NFL right — hopefully one day, we're that big — but you think about those organizations when they first started and even to now, there's not that many Black investors or owners," said Ramsey, a Super Bowl champion with the Los Angeles Rams following the 2021 season. "But this, it's from the jump. It's Black history, automatically." What makes the NCL different from other sports? The NCL is unique because of its racing format and structure. Women and men compete together as teams, each racing 30 laps, or about a mile, on city streets. Points are awarded — three for first place, two for second place, one for third place — each lap. Points are also tripled on the last lap. "It's the first league that treats the girls as the same as the men, pays us equal, and gives the girls the same importance as the men," said Valentina Scandolara of the Denver Disruptors women's team. "I raced in Europe many years, and this is a new concept. I think it's really good. It goes forward." The Denver Disruptors women's team started with a 69-point lead in the first race, and the Denver men hung on with 69 points to win with 138 total points. The Miami Nights, the other NCL team, placed second with 93 points, ahead of eight other teams invited to participate. "It's cool: No other sport do you have this, men and women racing together," said Noah Granigan of the Denver men's team. "They gave us a huge lead, and we couldn't let them down. It's a lot of pressure." The NCL is providing cycling athletes a platform to get paid doing what they love. Andrea Cyr, a member of the Miami Nights team, was working in Chicago as a sports medicine doctor last year. Now, she's a professional athlete. "I literally quit my job," Cyr said. "NCL is trying to elevate the sport, and make this a true professional sport. Not only does it reveal my potential as an athlete, but I can make this my living right now." The riders also believe the NFL players' involvement in the league can help the sport reach new heights and new audiences. Zach Berend, a rider with Texas Roadhouse men's team, was ecstatic to meet James after the race with five of his teammates. "We've been watching him on TV. He's one of the stars," Berend said. "It's cool to have these people you see on TV that are superstars contribute and for us to have the opportunity to do the same is great. I'm very grateful." Pro athletes investing in NCL Along with Ramsey, James and Byard, Atlanta Falcons cornerback Casey Hayward and NBA guard Bradley Beal of the Washington Wizards are among investors in the NCL. "It speaks to the mentality of this generation's players now," said Heisman Trophy winner Desmond Howard, who attended the NCL event and considers himself an amateur cyclist. "I think it's becoming more commonplace that they understand ownership is the way to go. It's no longer about getting checks from people. It's about receiving equity." Mulugheta, who negotiated Deshaun Watson's $230 million fully guaranteed contract with the Cleveland Browns and whose agency has had the most first -round picks in the last three NFL drafts, according to Forbes, approached some of his players about investing after whiteboarding the NCL idea with his co-founders. And they jumped at the opportunity. "The great thing about it is we've been able to invest and be partners with people who are very knowledgeable about the sport already. They'll continue to teach us. They're knowledgeable about the business side of it, too," Ramsey said. "It's all been very calculated and strategic, and we're going to continue trending in that direction." Wallace said he's been impressed working with the NFL investors, seeing their love for competition branch into the business world. "I've been blown away by them quite frankly," Wallace said. "My joke with them is why are they wasting their time in the NFL because these guys should be in business. They are so sharp. They get it. They understand. They're making great recommendations. And they'll tell you bike racing is pretty dope." The NCL will have three more races during its first season: Atlanta on May 14, Denver on Aug. 13 and Washington D.C., where riders will race on Pennsylvania Avenue between the White House and the Washington Monument, on Sept. 17. It's just the beginning. But the NFL players have a long-term vision. "There's so many riders who don't get to showcase what they can bring all across the world. But they get a platform to come out here and show what they've been doing," James said. "It gives them a chance, too. Not just us." Added Ramsey: "It's not just about the business side and trying to make some money. We really want to grow the sport."