The Sports Consultancy to drive commercial plan for Yorkshire’s UCI Road Worlds

The International Cycling Union (UCI) has appointed The Sports Consultancy agency to drive the commercial strategy for Yorkshire’s staging of the 2019 Road World Championships, while the town of Harrogate has been named as the main hub for the event in the English county.

The UCI awarded the hosting rights for the event to Yorkshire in October. London-based The Sports Consultancy will act as the exclusive rights marketing agent to support the sale of sponsorship rights. In addition to rights marketing sales, The Sports Consultancy will also consult around rights valuation, aligning target sponsors and the sales narrative.

Commenting on the appointment, UCI president Brian Cookson said: “Their expertise along with their strength and breadth of contacts and methodical, professional approach means that they will be able to hit the ground running and ensure a strong corporate field to mirror that of the world class cyclists.

“With the hosting of the Grand Depart in 2014 and the Tour de Yorkshire rapidly cementing itself as a major international event, Yorkshire is now regarded as the cycling destination in the UK, and we are convinced that the 2019 UCI Road World Championships will be a great success.”

The Road World Championships take place in Yorkshire from September 22-29, 2019. Harrogate has been named as the main competition town and finish location for each race. Race start locations have been proposed in Beverley, Doncaster, Leeds, Northallerton, Ripon and York.

“Harrogate has all the right ingredients to make it the hub of these world championships,” Welcome to Yorkshire chief executive Sir Gary Verity told the Yorkshire Post newspaper.

“It has all the hotel stock which is in walking distance of the finish. It has the conference centre which will house the world’s media and will host the annual conference between all the world’s governing bodies. Harrogate also combines the two elements that have made Yorkshire stand out over the last few years; the huge crowds and the stunning scenery.”

Last year’s Road World Championships took place in the Qatari capital of Doha from October 9-16, while Bergen in Norway will stage the 2017 edition from September 17-24. The 2018 Road World Championships will be held in the Austrian city of Innsbruck.