Union Cyclist Internationale (UCI) has appointed Redtorch to manage its TikTok account during the Tokyo 2020 Olympics and beyond.

‘Redtorch is delighted to deliver content for the UCI on their TikTok account. We’re excited to utilise the latest digital trends, riders and influencers, technologies and platforms for a highly targeted audience.’ Alex Ross, Director at Redtorch

UCI are committed to sharing their passion for the sport with as many people as possible. Using TikTok to inspire young audiences promotes the beauty of cycling, the fun lifestyle it brings and the places it takes us.

How Redtorch is supporting UCI:

  • diagnosis & strategy
  • planning & reporting
  • creative production  & community management
  • account management

Redtorch aims for UCI’s TikTok content to be a mixture of content creation, co-creation and curation.

Great audience analysis achieved by the Redtorch Team. It’s not always easy to understand what keeps cycling enthusiasts awake at night, and how to engage with them. Partnering with Redtorch has helped us validate our digital strategy and will provide us with the necessary insights to shape our actions in the years to come.’ Adrien de Cheveigné, Head of Digital at UCI

In addition to their TikTok appointment, Redtorch is working with UCI to create social media edits from each of cycling’s post-event press conferences from Tokyo.

Keep up to date on all the content by following UCI TikTok, Twitter and Instagram

Contact 👉 hello@redtorch.co to find out how we can help make an impact with your TikTok account or other social channels.

About UCI

Founded in 1900, in Paris (France), and now based in Aigle (Switzerland), UCI is the worldwide governing body for cycling. It develops and oversees cycling in all its forms and for all people, as a competitive sport, a healthy leisure activity and a sustainable means of transport, but also a way to have fun. Its mission is to shape the future of cycling by inspiring more people to ride, by making the sport more attractive, by promoting sustainable development, and by contributing to the wellbeing of the world’s population. UCI manages and promotes cycling’s 8 disciplines: road, track, mountain bike, BMX Racing, BMX Freestyle, cyclo-cross, trials, indoor cycling.

For more information: www.uci.org

About Redtorch

A multi-award-winning marketing agency, Redtorch is trusted by the biggest brands in the world of sport. It provides clear, data-driven insights and creative solutions to help clients understand, grow and engage digital audiences worldwide. Redtorch has worked with many high-profile organisations in sport, including the IOC, ANOC, Longines, ICF, City of Detroit, FEI, ISU, and GAISF.

Find out more at www.redtorch.sport, Twitter/LinkedIn/Instagram/Facebook