International cycling agency SHIFT Active Media has been appointed by Eurosport Events, the event management division of Discovery Communications-owned Eurosport Group.
SHIFT itself is part of Discovery and will partner with the event arm of Eurosport in ‘bringing a new UCI track cycling league to life’. A release from SHIFT noted that ‘This new competition, which will help to reform and grow the discipline, is set to debut in the 2021-2022 season.’
Following a pitch process lead by Eurosport Events, SHIFT was appointed as the marketing agency partner, and will be working with the Eurosport Events team across a wide range of its specialist services. These include: developing research, brand vision identity, developing the marketing, PR & social communications strategies, running an ongoing press office, community management, website design and content creation.
SHIFT will be working alongside its sister business, Global Cycling Network (GCN), which will also be involved in the creation and distribution of the new UCI track event in collaboration with Eurosport.
SHIFT noted that it previously worked with the UCI on promoting the 2018 UCI World Championships and on the inaugural season of Super League Triathlon. SHIFT currently manages the press office for the Giro d’Italia and several other major UCI WorldTour races as part of its relationship with RCS Sport.
François Ribeiro, Head of Eurosport Events, said “SHIFT has an enviable depth of fan, rider and industry knowledge, as well as impressive experience working with major cycling events. This partnership will be invaluable in helping us take track cycling to a new level.”
Wayne Brown, Managing Director of SHIFT Active Media, added “Major opportunities like this come along very rarely. So, we are delighted to be able to use all of SHIFT’s experience and skills to help create something new and exciting in track cycling, that will hopefully make a real difference to the sport.”
