British Cycling, the national governing body for cycling in Great Britain, has teamed up with creative communications agency Hatch to support the organisation with social and content services across their new membership proposition and the revamped 2024 Tour of Britain events.
Hatch, which specialises in PR, content production, social media and activation, has been supporting British Cycling with the production of a series of exclusive webinars that provide members with additional resource as part of their official membership.
The webinars have so far covered nutrition, maintenance and training, with more planned in the near future as part of the new membership structure recently announced by British Cycling.
Hatch has also been tasked with supporting the newly launched Tour of Britain events across social and content. The races will see the world’s top female and male riders and teams go head-to-head across stages of racing.
This year’s Tour of Britain will also be the first major international stage race delivered by British Cycling Events since it took organisation in house in February, following the liquidation of former Tour of Britain promoter Sweetspot.
With the 2024 Tour of Britain Women just around the corner, Hatch will be working closely with the internal team at British Cycling to help deliver both the women’s and men’s events this year.
Matt Peden, managing partner at Hatch, said: “It’s a huge year for cycling with so many events to look forward to. British Cycling have put their members at the heart of the content strategy and we’re really pleased with the format of the webinars so far, and are looking forward to them continuing in a very busy year for the sport.
“The Tour of Britain is such a huge event in the sporting calendar and with the new ownership structure of the events, it’s a really unique opportunity to grow the channels and produce some fantastic content ahead of, and during the events.”
Sara Piper, head of marketing for British Cycling, added: “Hatch have stepped up and delivered some fantastic work for us already and no doubt that will be continue with the Tour of Britain this summer.
“We’re delighted to work collaboratively with the team at Hatch utilising their big event experience and speed of work to ensure we have a year to remember.”
