Who owns watt? Why control over cycling's data economy matters

Athlete performance data has become central to performance, strategy and commercialisation in sport, yet the legal framework governing its collection, control and commercial use remains under-developed. This article examines the implications of that gap through the lens of professional cycling, using the Tour de France (and Tour de France Femmes) as a focal point. The author is a data privacy lawyer who advises organisations on complex data sharing arrangements and wider data governance, including in the sports sector. It is intended primarily for legal advisers and compliance professionals working with teams, event organisers, technology providers and commercial partners that process athlete data, whether in cycling or in any sport where athlete data is systematically collected and used commercially.

This article traces the shift from British Cycling’s “marginal gains” culture to real-time monitoring and AI-driven analytics, and the resulting expansion of performance data across teams, organisers and technology providers. For the stakeholders and advisers identified above, it argues that the key legal issue is not ownership but control, with multiple data controllers creating overlapping responsibilities and significant compliance risk. The distinction between control and ownership reflects the established position under data protection law. However, athletes and their representative bodies have increasingly sought to assert broader proprietary rights over performance data across other sports, whether through collective bargaining agreements, litigation or other mechanisms. With that in mind, the article explores the practical compliance challenges that arise from the current framework, including lawful bases, special category data, commercial reuse and profiling, areas in which the gap between current practice and regulatory requirements continues to widen.

It concludes that the priority for teams, event organisers and their legal advisers is not to restrict data use, but to strengthen governance through clearer accountability, transparency and shared frameworks that support innovation while maintaining fairness and trust. Professional cycling is particularly exposed, and other sports will face similar risks as the collection and commercial use of performance data continues to expand.

Article overview

• The Role of Data and Analytics in Cycling Performance
• Wearable Technology
• The Expanding Scope of Data Collection
• Data Control, Not Ownership
• Lawful Basis and Special Category Data
• Limits on Use
• Profiling and AI
• Governance, not prohibition