The XCM World Cup is consolidating and securing its future: UCI and HERO extend their agreement until 2030

The UCI XCM World Cup will continue under the coordination of HERO until 2030. The UCI and the organization have renewed an agreement that ensures the continuity of a project that has just completed its second season as an independent circuit and that, according to figures published by the organization itself, is growing both in participation and in international reach and audience.

UCI and HERO extend their agreement for the XCM World Cup until 2030

At the beginning of 2025, a significant change occurred for MTB Marathon. As we reported then on Brujulabike, XCM ceased to be part of the UCI Mountain Bike World Series to launch an independent World Cup, managed separately from the circuit that includes XCO, XCC, and DH.

The move came after several seasons in which XCM had limited participation and media exposure within the previous format. The new stage began in 2025 with HERO at the helm of the circuit's coordination, and two seasons later, the UCI has decided to extend this collaboration until 2030.

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The renewal ensures four more seasons following the recently completed 2026 campaign and will link with the UCI XCM World Championship to be held at the HERO Südtirol Dolomites circuit, one of the most emblematic events of this renewed World Cup.

Beyond the renewal, the data published after the end of the 2026 season shows how this new model is evolving. The circuit has gained participants, represented countries, and, especially, visibility during its second year.

More than 7,000 participants and 879 Elite registrations in 2026

The XCM World Cup 2026 consisted of six events spread across four countries. The calendar included Costa Blanca in Spain; Elba Island in Italy; the Pyrenees of Andorra; Dolomites, again in Italy; Black Forest in Germany; and concluded in Costa Brava, Spain.

In those six events, there were 879 registrations from Elite riders from 28 countries. This represents a 5% increase in Elite participation compared to 2025, while the number of countries represented among professionals increased by 17%.

However, one of the peculiarities of the format is that the events are not restricted solely to professionals. Including Elite, Master, and amateurs, the six races brought together more than 7,000 cyclists from 54 countries.

Total participation increased by 12% compared to 2025, while the Master category recorded a particularly high growth of 51% in just one year. 

These figures support the commitment to a format in which major XCM races can bring together the best international specialists and thousands of enthusiasts in a single event.

The audience jump is even greater

If the participation data shows a positive evolution, the growth in media and digital exposure has been much more pronounced.

During 2026, the HERO UCI Cross-country Marathon World Cup appeared in around 1,000 press articles, a 26% increase compared to 2025. The organization estimates the accumulated reach between print and digital media, television, and radio at more than 300 million. According to their data, global reach increased by more than 200% compared to the previous year.

Television also expanded its coverage. The races reached 24 countries, up from 19 in 2025, representing a growth of 26%. Additionally, the organization claims that television viewership grew by 188% year-on-year.

In digital, the differences are even greater. Content related to the circuit generated in 2026 more than 25 million views and impressions, approximately 340% more than during the previous season.

The engagement of the official social channels grew by 350%, while the number of posts increased by 77%. Part of this growth is attributed to live broadcasts with commentary through the UCI's official YouTube channel and its dissemination via the federation's social networks.

An agreement until 2030 to provide stability to XCM

After two seasons, the new independent format seems to have found its own space within the international calendar. This is also interpreted by Gerhard Vanzi, coordinator of the HERO UCI Cross-country Marathon World Cup, who believes that this second campaign has confirmed the value of the project and the possibilities for international growth of MTB Marathon. Vanzi also points out that they will continue to work alongside the UCI, the organizers, and various partners to develop the discipline among both professionals and amateurs.

The renewal between UCI and HERO until 2030 now provides stability to that structure and allows for a much longer-term perspective than existed when XCM became independent in 2025.