UCI Track Champions League

  • Strategy & Research
  • Campaign Development
  • Public Relations
  • Stills & Video Production
UCI Track Champions League


To develop the brand name, brand positioning, brand identity and marketing strategy for a new, global track cycling series to be launched by the UCI and Eurosport Events.


Track racing is cycling at its most thrilling, but for too many track events (outside of the Olympics), sports fans - and even riders - don’t believe the outcome matters much. For this competition to be successful it will need to challenge this apathy, inject excitement, and also modernise and elevate track as a sport.


We developed the ‘UCI Track Champions League’, giving the exciting new competition a simple yet bold name, that was matched by a modern, progressive brand identity and underpinned by a dynamic and compelling positioning to attract a new generation of fans for track cycling.


The new brand was unveiled to the world in November 2020, gaining global media coverage, driving traffic to the new website, kicking off conversations with commercial partners and paving the way for the full launch of the league in 2021.


The reveal of the brand identity for the league achieved impressive coverage, with over 277 pieces of digital coverage with an estimated collective reach of 833m across the globe. In addition, it also generated 260 posts across Twitter, Instagram and Facebook.


Collective Reach


Social Posts