British Cycling hands major events brief to Rule 5

Rule 5 has won a pitch to promote some of the UK's landmark professional cycling events this autumn.

British Cycling: Looking to promote flagship track events (Credit: SWPix)
British Cycling: Looking to promote flagship track events (Credit: SWPix)

British Cycling has handed the agency a double brief for the British Cycling National Track Championships in September and a UCI Track Cycling World Cup series round in November.

Rule 5 will handle the PR and social media for both events, which will be held at Manchester’s National Cycling Centre.

Julie Wilson, director at Rule 5, said: ‘The popularity of cycling in Britain is enjoying an all-time high, but that's no reason for complacency. In fact, the opposite is true and we face the challenge of making the most of popularity in exploring new and engaging angles around the sport's annual events.

'Integral to our strategy will be working with journalists to bring a fresh perspective to track cycling. Our location within MediaCity, close to BBC Sport, has been invaluable in developing those relationships.

‘From a social media perspective, we are exploring more meaningful ways of evaluating success. We want to look deeper into the engagement statistics of the audiences we create ahead of the two events and how we are impacting on factors other than ticket sales, including opinion and attitude towards the sport, the governing bodies and the city of Manchester.’

Last year's Track World Cycling World Cup was handled by Staniforth, while the British Cycling National Track Championships 2012 team did not work with an agency.

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