Eurosport

UCI Track Champions League

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

Brief

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.

Insight

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.

Solution

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.

Experience

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.

Results

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.

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Collective Reach

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Social Posts

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Articles