Sky Launches Mass Cycling Events
As part of its investment in the sport, Sky has announced a series of mass-participation summer cycling events, supported by British Cycling, to encourage renewed uptake amongst the British public.
Throughout the summer Sky will host free Skyride events in four city centres, with streets closed to traffic, and hundreds of local guided rides.
The Skyride scheme builds on Sky’s partnership with British Cycling, announced last summer, and follows the creation of a new professional road-cycling team which aims to take on the world in the Tour de France.
The announcement comes as new research reveals that over 7m bikes lay unused in sheds, gardens, garages and homes across the UK.
The study revealed that 38% of the adult British population own a bike, equating to over 17.5 m bikes. Of these bike owners, 42% haven’t used their bikes so far in 2009, equating to 7.4m unused bikes with 7% having not used their bikes for over 5 years, 1.3m unused bikes.
Sky has set itself the target of getting 1m more people cycling in the next five years.
To generate public awareness, interest and event participation, the Skyride summer of cycling will be supported by major national and regional marketing campaigns.
Harnessing Sky’s brand and marketing capability, national activity commences immediately and will span print and digital. Regionally, four bespoke campaigns will then run in each of the Skyride areas between July and September, utilising outdoor and promotional partnerships with regional radio and press.
A new brand identity has been developed by branding firm V3, while marketing agency Brothers & Sisters has designed the campaign creatives.
The Skyride city events will incorporate new mass participation rides in traffic-free city centres in Manchester (Sunday 2nd August), Glasgow (Sunday 23rd August) and Leicester (Sunday 30th August) as well as a London event. Each will be attended by medal-winning members of the GB Cycling team such as Sir Chris Hoy, Victoria Pendleton and Jamie Staff.
The Mayor of London’s Skyride will be staged on traffic-free roads around the major landmarks on Sunday 20th September. Formerly known as Sky Sports London Freewheel, last year’s free family event brought over 50,000 riders onto the capital’s streets.
The Skyride local events scheme will see around 400 hosted rides, led by trained ride leaders from British Cycling, starting in July. Focussed on areas around the Skyride cities, they will cater for all abilities, from novice to expert, to encourage families and friends to ride together.
Sky has also launched a new cycling website at www.goskyride.com which will carry news, information and online registration for each of the Skyride events. The site will also feature tips and expert advice on how to ride safely and in comfort plus views from Sky’s cycling ambassadors and British Cycling’s stars.
