Inside Edge named global sponsorship sales agency for 2023 Cycling World Champs
The 2023 Championships are scheduled to take place in Glasgow, Scotland in August of that year and will bring together 13 existing individual World Championship cycling disciplines into one mega event for the first time.
As global sales agency, Inside Edge will be responsible for international marketing and sponsorship rights over the next three years. It will work alongside the host and the cycling governing body to pool all rights and develop a single set of innovative packages for global sponsors.
The agency claimed the Championships will be looking to establish purpose-led partnerships with brands that will help drive forward the event’s ambition to deliver meaningful change by inspiring more people to ride bikes more often.
Andrew Markham and Jon Naspe, co-founders of Inside Edge, said: “We will start to reach out to organisations that align with the clear objectives of the Championships and its stakeholders over the coming months.
“Principally we will be targeting brands that are looking to drive positive societal change through projects that encourage more diversity in sport, enhance physical and mental wellbeing and bring greater awareness to environmental sustainability initiatives.
“There is a real opportunity for brands to work with us to build a meaningful dialogue with a desirable, highly engaged audience and leave a long-lasting legacy for Scotland, the UK and the wider world.”
The event is being delivered in collaboration between the UCI, cycling’s world governing body, the Scottish government, Glasgow Life, UK Sport, British Cycling and Visit Scotland, with the partnerships intended to create blueprint for future editions.
Paul Bush, 2023 UCI CWC chair, said: “The appointment of Inside Edge is a key milestone on our journey to 2023 as we look to bring on board brand partners, who will help us successfully deliver this brand-new event and create meaningful societal change, by celebrating the unique power of the bike to deliver on our important policy outcomes.
“Inside Edge’s experience, shared vision and data-led approach to help create purpose-led partnership opportunities will be vital to our success, and we look forward to working with them over the next three years.”
Last October Trudy Linblade, former head of event management at Australian state tourism body Visit Victoria, was appointed chief executive of the 2023 event.
The event also appointed three new directors to its senior management, with Phil Heselwood joining as director of sport, Jonathan Rigby as director of commercial, marketing and communications, and Kate Steven as director of operations.