Bike Channel Appoints We Are Disrupt
Bike Channel has appointed We Are Disrupt to support the delivery of their women’s cycling strategy.
After launching in Europe in 2012, Bike Channel – the first television channel totally dedicated to the world of cycling – was soft-launched in the UK in 2015 and is broadcast 24 hours a day on Sky and Virgin Media.
We Are Disrupt, the agency specialising in women’s sport, was launched in March by Emma Lax, former head of women’s sport and lifestyle at CSM Sport and Entertainment and a Sport Industry NextGen Leader.
Filippo Ubaldini, chief executive of Bike Channel, commented: “At a time when cycling is attracting more riders than ever, the Bike Channel wants to play a role in inspiring, enabling and celebrating women in cycling. The expertise that We Are Disrupt offers will help us to deliver our ambition of not only an increased awareness of the Bike Channel, but also an increase in the number of women cycling in the UK.”
Emma Lax, managing director of We Are Disrupt added: “We are very excited to be appointed by Bike Channel to deliver a women’s cycling strategy, grow their female audience and enable them to maximise the commercial opportunities in women’s cycling. Our team are passionate about cycling and we are excited by the opportunity to partner with the Bike Channel to empower more women through cycling across the UK.”
According to We Are Disrupt, the aim of the strategy is to inspire, enable, celebrate and empower women in cycling – from roadies to BMXers and beginners to elite cyclists – while simultaneously breaking down the barriers to participation that prevent so many women joining in.
