Welsh Cycling Reveals Sponsorship Strategy

By Community | July 19, 2012

Welsh Cycling has confirmed the launch of an new sponsorship strategy, shop to further support the sport’s existing and future stars.

The new strategy has been designed by commercial sports marketing agency 100AND10% to facilitate engagement with companies across varying levels of investment, ensuring all revenue, product and services contributes to supporting the development of the elite athletes in the build up to the Glasgow 2014 Commonwealth Games, as well as the next generation of Welsh cyclists targeting success at the 2018 Commonwealth Games on the Gold Coast.

The rights packages on offer will also support the new track cycling team as part of the high profile UCI Track Cycling World Cup series, with the first ever all Welsh team confirmed to take part from this autumn ensuring full international television coverage of the team and a great new project for any sponsor to become involved with.

As the National Governing Body for cycling in Wales, Welsh Cycling has been identified by the Welsh Assembly Government as one of six priority sports for investment and support based on medal potential in Glasgow 2014 and beyond; as part of this, Sport Wales has committed greater levels of support and funding to the organisation.

The new strategy will focus on securing sponsors for three of Welsh Cycling’s focus areas; Project 2018, an initiative recently launched to identify and develop youth riders for the 2018 Commonwealth Games; Track Attack, Welsh Cycling’s development programme for young people and notably, the elite teams, which now includes the new UCI World Cup Track Trade Team.

As part of British Cycling, Welsh Cycling has contributed to the continued success of the sport at the highest level, inspiring a boom in participation. Two of Wales’ elite athletes Nicole Cooke MBE and Geraint Thomas MBE, of whom were Olympic Gold medallists in Beijing 2008, are cited as strong medal contenders for Team GB at London 2012, and will again be expected to lead Welsh Cycling’s efforts in 2014.

Sponsors will gain the platform to not only showcase their company brand across Welsh and UK media, but also throughout a number of international territories, providing unrivalled brand association with one of the most promising national teams in world cycling. Benefits will also include access to logos and imagery, PR and media opportunities plus access to some of the sport’s biggest stars.

Commenting on the launch of the new sponsorship strategy, Matt Cosgrove, performance director for Welsh Cycling said: “British Cycling has experienced tremendous growth and development over recent years, and Welsh Cycling has played a vital part in this; we have a number of high profile projects already in place, which we anticipate will be of great interest to local and national sponsors. Welsh Cycling is really on a high and with our highest profile riders and the new UCI World Cup Track Trade Team soon to start racing across the globe, it’s a great time for the sport and for any potential partners.”