}
# Footer
hook
add_action( ‘wp_footer’, ‘wphelp_mute_all_videos’ );
The challenge
UCI brought together all 13 of its World Championships in Glasgow for the first ever single combined event.
The stakes were high as the initiative provided one chance to capture digital attention, grow engagement and elevate the brand. The organisation was complex as cycling has:
- multiple disciplines, each with a unique fan culture
- a global audience with varied interests
How do you tell one cohesive story across such a complex sporting landscape and build future demand for the entire sport?
The goal
To help UCI make the Championships the most engaged-with cycling event in the world by delivering exceptional digital storytelling to inspire every type of fan.
This event became the operational and creative blueprint for UCI’s entire digital output at both the combined Championships (every four years) and the individual Championships in various countries (the other three years).
Our approach
Our strategy began with a powerful insight: cycling fans might ride differently, but they share a common passion for bikes.
Building on this insight, we developed:
- a communications strategy and digital playbook for UCI and its global stakeholders
- a shared value proposition and clear positioning for different disciplines
- unified KPIs and messaging frameworks to guide content production, platform strategy and campaign tone
The impact
- 90 million video views generated on UCI social channels.
- 130,000+ new followers during the event.
- Elevation of the UCI Championships brand as a culturally relevant, fan-first experience.
- Positioning of the event to attract future host cities, commercial partners and global cycling audiences.
Such an approach included more than digital coverage. It also laid the foundation for brand elevation through content cohesion across multiple sports, formats and global platforms.
