British Cycling appoints WeAreFearless

10 Sep 2021

By: Sport Industry Group

British Cycling has appointed London-based sports marketing agency WeAreFearless to help launch its new strategy ahead of Paris 2024.

Together, the pair have crafted a number of creative assets to launch the new strategy, which will ‘act as a rallying cry’ to everyone involved in cycling in Britain to join the movement ahead of the Paris Games.

British Cycling recently published its strategy to 2024 following record-breaking success at the Tokyo Olympic and Paralympic Games, where GB topped the cycling medal table at both Games, surpassing the total number of medals won at each of London 2012 and Rio 2016. It also say ground-breaking successes in mountain biking, BMX, and BMX freestyle.

The organisation’s strategy has a ‘focused purpose’ to ‘lead our sport, inspire our communities’, the strategy will guide the organisation’s work through to the Paris Games, also supporting the development of the sport’s grassroots.

It has set out seven priority areas,with key targets including growing the organisation’s membership to 250,000; increasing the number of cycling clubs and groups by 20%; creating a new development plan to support non-Olympic and Paralympic disciplines; broadening the range of its commercial partners; and increasing representation of disabled people, people from diverse ethnic communities, LGBTQ+ people and people from lower income households within cycling.

"We're absolutely delighted to begin working with British Cycling following their incredible Tokyo success to help launch a bolder and more inclusive strategy ahead of Paris 2024,” said Garry Dods, Founder, WeAreFearless.

“They're an iconic sport with an incredible opportunity to grow British Cycling by satisfying people's deeper motivations. We're proud to have used our HumanValues insight tool to craft creative assets to launch British Cycling's new strategy whilst ensuring they always resonate at that deeper psychological level."