The Fourth Estate featuring Brad Sohner

Let's start 2023 the right way by talking about how criterium racing can learn from other sports to make its media experience better and more comprehensive. When criterium racing's fans are more educated they are more engaged. When they are more engaged they are more likely to become hooked and follow the events, teams, and riders. Hooked fans are more likely to stir all the watercooler #critbeef on their own. No single person in criterium racing is more aptly placed than Brad Sohner, the broadcast voice of the sport, to talk us through how media is critical to developing the sport, what a mature media looks like, and where we are right now in that process.

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