International Cycling Union appoint TSE Consulting to review promotion of major events

By Nick Butler

TSE Consulting have been appointed by the International Cycling Union (UCI) to review how global events are marketed and promoted to potential host cities.

The Swiss-based consulting firm will work alongside the UCI in reviewing its overall event portfolio as well as the positioning of each of the events organised by the world governing body.

TSE will also help in strengthening the on-going communication made to cities in order to boost increasing interest from cities, big and small, in hosting international cycling events.

The UCI are responsible for hosting World Championship events in the four Olympic cycling disciplines - track, road, BMX and cross country mountain biking - as well as trials, cyclo-cross and indoor events.

World Championships take place in each of these disciplines, along with World Cup competitions and other events under the auspices of the UCI.

Raising the profile of major events will be the aim for TSE Consulting ©Getty Images

The UCI also take responsibility for Para-cycling road and track events, and, while the sport will remain on the at Tokyo 2020, the International Paralympic Committee (IPC) has warned improvements must be made if it is to remain in the long term.

It can, therefore, be assumed that TSE will particularly focus on raising the profile of the Paralympic side of the sport, and ensuring a range of bidders for major events therein.

"We are delighted to be working with the UCI and to contribute to their efforts in reaching out to cities," said TSE managing director Lars Haue-Pedersen.

"We trust that our experience, understanding and global network of city contacts will assist the UCI.

"The diverse portfolio of cycling events presents a range of great opportunities for host cities and we look forward to supporting the UCI in sharing that message worldwide."

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