One Green Bean appointed to Sky Cycling retained brief

Sky Cycling, the broadcaster Sky's portfolio of bicycle-based activities which include professional racing outfit Team Sky, the Sky Ride and the Sky partnership with British Cycling, has hired One Green Bean as its retained PR and social agency, following a four-way pitch.

Sky Ride
Sky Ride

Sky began its partnership with British Cycling in 2008.

Team Sky is one of the most successful road cycling teams in the world, having won the Tour de France three times with two British riders. 

One Green Bean will help Sky communicate its ongoing commitment to cycling and celebrate the role it has played in transforming cycling in the UK. The agency will also launch a new cycling brand campaign to get more people on their bikes.

This is the first time Sky has appointed a retained PR and social agency for all of its cycling work. One Green Bean’s remit includes showcasing Sky’s relationship with three-time Tour de France winners Team Sky, as well as promoting Sky’s partnership with British Cycling, the Great Britain cycling team and former Tour winner Bradley Wiggins.  

In addition, the agency will also launch and provide PR support for Sky Ride – the mass participation event now in its final year.

The integrated PR campaign will run across Sky Cycling’s digital and social channels and will include influencer engagement.

One Green Bean’s managing director Matt Buchanan and executive creative director Kat Thomas will lead the account.

Fiona Morgan, head of brand Sky Cycling & Team Sky, said: "This is the biggest year yet for Sky and cycling, and we’re excited to have One Green Bean onboard to drive our communications far and wide and get people to love cycling as much as we do. We’re delighted with the appointment and can’t wait to get started." 

Australian consumer agency One Green Bean opened its London office in January 2015 and is now part of Havas Worldwide.

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