Industry Shorts: Tour de France, AELTC, Sportsbeat, Ear to the Ground

Technology services provider NTT has renewed its partnership with Amaury Sport Organisation (ASO) to continue delivering innovative viewing experiences during the Tour de France.

During this year’s Tour de France, enhanced TV graphics will be created to elevate the viewing experience, while augmented reality initiatives will be trialled. ‘Le Buzz’, a new machine-learning model which analyses movements within the peloton to predict key moments, is also being trialled.

OVO Energy - Night Ride Event 2019

OVO Energy, Title Sponsor of the OVO Energy Women’s Tour, have released a video following cyclists on a tour of London’s iconic landmarks to launch their series of Night Rides. 

According to research from British Cycling, men currently account for 69% of the UK’s cycling population, with barriers such as confidence on the roads, cycling infrastructure and concerns over safety, key factors in deterring greater female participation. 63% of the women asked said that current infrastructure models do not make them feel safe, while 66% said the same about driver behaviour.

Industry Shorts: Women’s Tour of Scotland, Brighton, Norwich,

The Women’s Tour of Scotland cycling event has entered into a partnership with sports drink brand WOW Hydrate.

The partnership has been signed ahead of the Tour’s inaugural event from 9th-11th August. The deal follows partnerships with Deloitte and Scimitar.

The Women’s Tour of Scotland will start in Dundee and finish in Edinburgh. WOW Hydrate will form part of the Tour’s cycling festival in Holyrood Park for the final day of the race.

New CEOs for Team INEOS and Rounders England

The Team INEOS cycling outfit has named Fran Millar as its new Chief Executive, while Natalie Justice-Dearn has taken up a similar role at Rounders England.

Millar has been part of the newly-named Team INEOS since the launch of the team 10 years ago and previously served as Director of Business Operations.

Chemicals giant INEOS was confirmed as the new name of the outfit formerly known as Team Sky back in March. The new agreement came into effect from 1st May.

‘This Girl Can’ focuses on cycling

British Cycling and Sport England have launched a cycling-specific ‘This Girl Can’ campaign, focused on the women-only bike ride programme, HSBC UK Breeze. 

HSBC UK Breeze offers hundreds of free bike rides up and down the country and has already attracted 250,000 participants since launching in 2011.

The video mirrors the style of previous This Girl Can campaigns and will be visible through a series of targeted social media films and image led adverts, featuring real women who have all been involved with HSBC UK Breeze.

INDUSTRY SHORTS: Adidas, British Cycling, RWC2019, LTA, Manchester City

adidas has teamed up with other leading advertisers to form a new global marketing initiative aimed at improving digital safety.

The Global Alliance for Responsible Media will rally publishers and platforms to do more to address harmful and misleading content. It also wants them to work together to develop and deliver against a concrete set of actions, processes and protocols for protecting people and brands.

OVO Energy targets women’s cycling participation with Night Rides

Independent UK energy supplier OVO Energy has launched a series of night rides as part of a campaign to boost women’s cycling.

OVO, which is title sponsor of the Women’s Tour, last night took cyclists on a tour of London landmarks to launch its series of Night Rides. The aim is to address the barriers to cycling participation that women face and inspire more women to adopt cycling as a lower carbon mode of transport.

Red Bull Hardline to return in 2019

The Red Bull Hardline downhill mountain bike race is to return in 2019, it has been announced.

The event will be held in the hills of Dinas Mawddwy, Wales on 15th September for the sixth year.

The announcement comes after Red Bull last week elected to close its Air Race World Championship following the 2019 season after the energy drinks brand said it had struggled to secure the level of “outside interest” enjoyed by other sports events it organises. 

Women's Tour of Scotland engages The Sports Consultancy 

Zeus Events, the company that is delivering the inaugural Women’s Tour of Scotland, has appointed The Sports Consultancy to secure partners for the cycling event.

The two parties will work together on partnerships for both the 2019 event and future editions of the Tour.

The first edition of the Women’s Tour of Scotland will take place from 9th-11th August. It will mark the first time an official rights-holder has committed to organising a standalone professional women’s race before a men’s equivalent.


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