For the first time in its history, UCI hosted all 13 of its World Championships at the same time and in the same place (Glasgow, Scotland).

With so many events happening at once, how could UCI effectively engage new and existing fans to win the battle for attention across digital and social media?


1. 100m social media impressions
2. 6m social media engagements
3. 900k unique visits to UCI website


While the interests and attitudes of cycling fans differ greatly per discipline, there’s one thing that they all share: a love of bikes.


We established clear foundations by developing a strategy and playbook that aligned the UCI team and stakeholders towards a common goal:

to become the most engaging cycling event in the world, inspiring millions of cycling fans through incredible digital coverage.

Our strategy helped to make the choices needed for success, and defined a clear positioning, value proposition, objectives, and KPIs.

We then visualised how to achieve this strategy via tactical executions UCI’s digital channels and presenting our findings through key messaging, content strategy and tactics.

Creativity + Paid media are key ingredients to campaign effectiveness, and together played a crucial role in making sure all content reached millions of global cycling fans.

A detailed paid media plan delivered key content (winning runs, highlights, reactive viral moments, etc.) to current and potential audiences whilst also supporting UCI’s sponsors.

The next step was supporting the UCI with live event coverage – something we know a lot about!

With over nine years’ experience providing live-event social media coverage for sporting events all over the world, we were delighted to bring our experience to Glasgow, supporting UCI’s internal team and other partners to deliver real-time, reactive and 24/7 BMX content across various channels.

Finally, we wrapped the whole project up with a comprehensive post-event report that measured the successes of the event against the objectives, while also providing tactics for immediate use and learnings for future events.

Whether it was our collaboration at a strategic level, or the on-site coverage and post-event reporting, we have valued Redtorch's expertise but also the creativity, reactivity and teamwork.

Zack CooperDigital Content ManagerUnion Cycliste Internationale (UCI)

If you’re ready to chat contact us at

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