British Cycling: finding the right brand strategy

British Cycling is the internationally recognised governing body of all cycle sports in the UK.  To help it bridge a potential future funding gap, we were involved in a strategic review in relation to their brand presence and proposition. 

Our team introduced marketing and branding specialists to British Cycling and worked with them to deliver a new vision for the brand from which remunerative sponsorship deals can be leveraged.  We also promoted a review of proprietary IP ownership in the bike designs developed for the Olympic teams and are working with British Cycling to leverage income from this to help them meet funding challenges and to secure a bright future for cycling in Britain.

Craig Chaplin

Partner - National Head of Commercial & Competition

I am a Partner and Head of the Commercial & Competition Team.