UCI announced Swatch as an official sponsor of the upcoming 2007 UCI BMX Supercross World Cup and 2007 UCI BMX World Championships. Swatch will be the official timekeeper and data service, providing the latest technology in timing and data handling.
 
“UCI is excited to have a strong partner as Swatch teaming up for our BMX events” says Johan Lindström, UCI BMX Sports Coordinator.
 
“BMX is a dynamic and youth oriented sport that fits perfectly in with the Swatch image. Now with BMX being the first action sport into the Summer Olympic Games, it has also an enormous potential” says Klaus-Peter Mager, Head of PR & Events at Swatch International.
 
With the inclusion of BMX in the 2008 Olympic Games in Beijing China, a new exciting competition format has been recently introduced, where timing as become an essential part of the competition.  “Not only do the riders qualify on their best lap time, but it also determines the start gate position. Most of the time, only 1/1000 separates the riders by the finish line, and it has become essential for us to have photo finish systems and timing transponders on the bikes. Swatch will be able to supply us with the cutting edge technology needed” continuous Lindström.
 
The UCI BMX Supercross World Cup is the premier BMX racing series in the world, with the 1st round being held 13-14 April in Madrid, Spain. The following events are as follows
2nd round – 20/21 August 2007, Beijing China
3rd round - 21/22 September 2007, Salt Lake City USA
4th round – 13-14 October 2007, Frejus Roc d’Azur France
 
The UCI BMX World Championships is the most prestigious and biggest BMX event held annually each year. The 2007 UCI BMX World Championships will be held 26-28 July 2007 in Victoria, BC Canada.
 
 
Union Cycliste Internationale, founded in 1900, the Union Cycliste Internationale (UCI) is the world governing body of all international cycling. Headquartered in Aigle, Switzerland, the UCI is the International Federation of Cycling and represents the associations of 173 countries and their National Cycling Federations.
 
The UCI is the liaison between the International Olympic Committee and the National Cycling Federations, managing rules, rankings and calendars for all cycling disciplines. The UCI is also the sole owner of the UCI BMX World Championships and the UCI BMX Supercross World Cup.
 
 
Swatch, kicked off in 1982 by Nicholas G. Hayek, SWATCH today is a leading Swiss watch and jewelry maker and one of the most fashionable brands. The first SWATCH watch appeared on the Swiss market in 1983, surprising everyone with its provocative spirit, spirited design and enormous success. Always at the forefront of popular fashion, SWATCH continuous to innovate and surprise with four annual collections (Spring Summer, Summer Sport, Fall Winter, Winter Sport), Art Specials, a Seasons Collection (Xmas), and specials for Chinese New Year, Valentine’s Day and Mother’s Day. The brand has also established a strong presence in the world of sports with its ongoing support for extreme sports.