As we reflect on what was a rather wet 2019 UCI Road World Championships in Yorkshire, we are keen to highlight the success of the partnership programme which delivered a significant seven figure sum.
The Sports Consultancy (TSC) was contracted by The Union Cycliste Internationale (UCI), the world governing body of cycling, to secure sponsors for this year’s event held in Yorkshire. Following a consultancy phase during which the partnership rights were packaged, priced and sales narrative created and the relationship between event owner, The UCI, and local organising committee, Yorkshire 2019, was shaped, the TSC Rights Marketing sales team has worked diligently with the UCI to bring together a family of over 15 sponsors and partners.
All partners were incentivised to activate their agreements delivering further profile to the event with planned activities ranging from the Alpecin Barber Camper travelling across Yorkshire offering haircuts through to Harrogate Spring Water providing recycling stations to ensure sustainability for the environment.
Commenting on the success, Fraser Houlder, Head of Cycling Sales at TSC said:
“We are hugely proud of the work we have done for the UCI and Yorkshire 2019 in delivering such a strong commercial result in testing economic times. We are especially proud to have brought in many brands new to cycling sponsorship which is positive sign for the sport and the work we are doing with rights holders and brands across the sport of cycling.”
Partnerships of the 2019 UCI Road World Championships in Yorkshire brokered by TSC include HSBC, Global Autocare, Yorkshire Tea, Alpecin, , Deliveroo, Addleshaw Goddard, Sigma Sports, Spirit of Harrogate, Leeds Cares, Harrogate Spring Water, Zwift, Mar-Key, VP, HACS, Etherlive and SB-FM.