Since its creation at the start of the 2017 season, we have represented UAE Team Emirates with communications, event operations and commercial advisory services. When first approached by UAE Team Emirates, our role was to launch the UCI World Tour cycling team under a new banner and grow awareness of its purpose in the GCC and key international markets, as well as promote cycling as a sport within the UAE.
We have since been the UAE Team Emirates agency of record for the past seven years and created their PR and communication strategy during that time. This includes digital and social planning and execution and ultimately playing a part in the team’s ascension to the top of UCI World Cycling. Notably, we have managed and activated all their community led initiatives and rides across the UAE. In 2023, we helped devise, launch and manage the UAE Team Emirates Youth Academy, an initiative that aims at building bike riding confidence and improving the fitness levels of young children. We have also helped organize a number of their media events, including the team press conference to announce their status as number one in the UCI world ranking.
