Scottish PR Agency Frame Appointed To 2023 UCI Cycling World Championships Role

Leading Scottish creative communications firm, Frame, has been appointed to support the world’s biggest-ever cycling event following a successful tender process for the 2023 UCI Cycling World Championships.

The Glasgow-based agency will provide PR and content production services to the 2023 UCI Cycling World Championships, which will be held in Glasgow and across Scotland from 3-13 August.

The event is the first of its kind and will combine 13 existing UCI World Championships into one mega-event to create history by uniting the global cycling family. With more than one million spectators anticipated and a global broadcast audience of around one billion, it will become one of the world’s top 10 sporting events.

Jonathan Rigby, Director of Commercial Marketing and Communications at the 2023 UCI Cycling World Championships, said: “The 2023 UCI Cycling World Championships is one of the most exciting projects on the global sporting landscape and it is imperative we bring in the right support to deliver an event that will be the first of its kind.

“We were hugely impressed by Frame’s experience, not only in working with some of the world’s biggest events, but in working with events across multiple venues and with many stakeholders. We’re looking forward to working with them to tell the story of the inaugural UCI Cycling World Championships as a world-class sporting event and one that can be a catalyst for transformational change in the way people use and engage with cycling across society.”

Darryl Broadfoot, Head of Sport at Frame, said: “We are absolutely delighted to be appointed to support the 2023 UCI Cycling World Championships. At Frame, we strive to make major events and competitions matter even more through creative communications.

“The unique format, combining the exiting 13 championships into one unforgettable major event over 11 days, gives us a rich platform to build a PR plan that will appeal to cycling enthusiasts and non-cyclists alike.

“The 2023 UCI Cycling World Championships will be the crown jewel of the sporting calendar in 2023. It will reinforce Scotland’s reputation as a world-class host of global sporting events and underline Glasgow’s credentials as European Capital of Sport next year.

“We look forward to telling the awe-inspiring stories throughout the build-up and during the event itself.”

Focussing on new and innovative strategies, Frame’s brief will be to work with the organisers of the 2023 UCI Cycling Worlds to deliver integrated communications and content activity which not only showcases the enormity of the Championships as a sporting spectacle but also one which delivers on its promise to be a purpose-led event. Key objectives will include bringing cycling to new audiences, focussing on inclusion in cycling and acting as a catalyst for societal change for cycling as a sport and as an active travel option.

Frame demonstrated the full breadth of its sport and major event experience during the tender process. They are the retained PR agency to UEFA, European football’s governing body, and work on flagship club competitions including Men’s and Women’s Champions League, Europa League and Europa Conference League.

Frame was heavily involved in promoting the global campaign for UEFA EURO 2020, whilst also supporting Hampden Park’s Host City Status.

Taking place in Glasgow and across Scotland in August 2023, the unprecedented event will welcome more than 8,000 amateur and elite cyclists from more than 120 countries with more than 190 UCI World Champions crowned.

To date, six venues have been announced in Glasgow and across Scotland, with additional venues and locations to be confirmed in the coming weeks and months to ensure a pan-Scotland delivery and to capture the imagination of the entire country.

The 2023 UCI Cycling World Championships were awarded to Glasgow and Scotland as a result of significant previous experience hosting high-profile sporting events. Glasgow and Scotland have become a sporting hotspot by welcoming unforgettable competitions such as UEFA EURO 2020 matches, the 2014 Commonwealth Games, the multi-sport Glasgow 2018 European Championships as well as cultural events including the world-renowned Edinburgh Festivals.

Since the Glasgow 2014 Commonwealth Games, participation sessions at the Sir Chris Hoy Velodrome have experienced positive uptake and cycling numbers have risen across Scotland. It is anticipated the 2023 UCI Cycling World Championships will continue the increase of pedal power in Scotland, inspiring the next generation of riders across a variety of cycling disciplines.

The 2023 UCI Cycling World Championships are being delivered in collaboration between the UCI, Scottish Government, Glasgow City Council, UK Sport, British Cycling, Glasgow Life and VisitScotland.

The UCI, cycling’s world governing body, currently stages annual World Championships in each of its disciplines across the year in different host cities around the world. The UCI Cycling World Championships will bring these championships together every four years, the year prior to the Olympics, starting with the inaugural event in 2023.