How to watch In Flanders Fields 2026 – Live streams, TV channels for the new Gent-Wevelgem

Gent-Wevelgem, one of cycling's venerable Spring Classics, is set to undergo a significant rebrand, adopting the new name "In Flanders Fields" from the 2026 edition. This change, announced by the race organizers, aims to further entrench the event's historical and geographical ties, connecting the arduous route from Middelkerke to Wevelgem with the poignant legacy of World War I. The news comes as details emerge on broadcast coverage for this newly christened fixture.

This renaming is more than a superficial tweak; it’s a strategic move by Flanders Classics to enhance the narrative appeal of a race already steeped in history. Gent-Wevelgem, established in 1934, has always traversed the battlefields of West Flanders, a region synonymous with the Great War. By explicitly invoking John McCrae's iconic poem, organizers are looking to elevate the race's profile, offering a deeper cultural resonance that could attract new audiences and further distinguish it within a crowded Classics calendar.

Ultimately, this rebranding is a shrewd exercise in marketing, leveraging a powerful historical connection to refresh a classic. Whether the peloton will feel more poetic as they tackle the Kemmelberg remains to be seen, but the narrative certainly gains a new dimension.