Inside Edge appointed global sponsorship sales agency for 2023 UCI Cycling World Championships

Independent sports marketing consultancy Inside Edge has been appointed global sponsorship sales agency for the 2023 UCI Cycling World Championships and will be responsible for marketing the sponsorship rights for the inaugural event to be held in Glasgow and Scotland.

This is a major milestone for the Championships as it aims to establish purpose-led partnerships with brands that will help drive forward the event’s ambition to deliver meaningful societal change by creating and supporting programmes and ideas that help more people to ride bikes more often.

Over the next three years, Inside Edge will have international exclusivity in marketing all available rights for the Championships and through an innovative ‘one partnership team’ approach, the agency will work alongside the host and the cycling governing body to pool all rights and develop a single set of packages for global sponsors.

As well as being the single biggest cycling event in history, the 2023 UCI Cycling World Championships aims to be a catalyst for behaviour change across Scotland from now until long after the event. It will celebrate the power of the bike and all it can bring to our everyday lives, whether it’s physical and mental health, easing congestion on the road to help the environment or simply making it easier for people to get around.

Paul Bush, 2023 UCI Cycling World Championships 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.”

Andrew Markham and Jon Naspe, Co-founders of Inside Edge, said: “Inside Edge is delighted to be representing the 2023 UCI Cycling World Championships and we will be applying our extensive experience of running international partnership sales processes for best in class rights holders to ensure that this ground-breaking platform is a commercial success.  

“We will start to reach out to organisations that align with the clear objectives of the Championships and its key 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.”

Taking place in Glasgow and across Scotland in August 2023, the Championships is being delivered in collaboration between cycling’s governing body the Union Cycliste Internationale (UCI), Scottish Government, Glasgow Life, UK Sport, British Cycling and VisitScotland with its EventScotland team, with the partnership creating a blueprint for future editions by ensuring the inaugural event is authentic, innovative and distinctive.