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Visit Victoria’s Lindblade to be CEO of 2023 Cycling World Championships

The organisers of the 2023 UCI Cycling World Championships in Glasgow and across Scotland have named Trudy Lindblade of Visit Victoria, the Australian state’s tourism and major events company, as chief executive.

EventScotland, the government-backed national agency responsible for bringing events to Scotland, said this morning that Lindblade’s “strong background and experience working on complex large-scale major events, designed to support government ambitions to deliver social and economic change, makes her the ideal person for the job”.

She will leave her current post as head of event management at Visit Victoria to relocate to Scotland and take on the role on October 26.

Lindblade (pictured) is experienced in heading up the organisation of leading cycling events, including senior roles at the 2010 UCI Road World Championships and the 2012 UCI Track Cycling World Championships, both held in Australia, as well as at Cycling Australia.

EventScotland said that the new chief executive brings “a wealth of event experience to the position having spent more than 20 years leading, planning and delivering major events in Australia and around the world, working with government’s, local organising committees, event hosts and international and national sports federations in the process”.

At Victoria’s major events entity, she helped establish the Cadel Evans Great Ocean Road Race in 2015. The event is now the opening one-day race on the UCI WorldTour and UCI Women’s WorldTour calendars.

Paul Bush OBE, chair of the 2023 UCI Cycling World Championships, said that Lindblade’s “vast event experience, particularly in delivering both UCI and mass participation cycling events, makes her the ideal candidate to establish and lead the Championships team”.

He added: “We have a bold ambition to use the event as a catalyst for significant change and progress in Scotland, by continuing to transform the nation and make cycling part of people’s normal, everyday lives and Trudy is the right person to help us achieve this.”

The recruitment process for a chief executive kicked off at the end of last year.

The incoming chief executive remarked: “Playing a leading role in such an innovative and unique event will be a wonderful opportunity. This is particularly so as the 2023 UCI Cycling World Championships will be the single biggest global cycling event to date, and one that has transformational change at its core bringing longer term benefits to Scotland through the areas of health, transport, education, sustainability and tourism.”

The appointment follows the announcement last week of the five non-executive directors and one co-opted member to join the Championships’ board of directors.

A recruitment process for a director of commercial, marketing and communications was also recently initiated. Within the hosting agreement, it was decided that around half of the sponsorship inventory would be sold jointly by the UCI and local organisers in a departure from the model for standalone UCI World Championships.

Described as the biggest cycling event ever to take place in the world, the championships were conceived as part of the UCI’s ‘Agenda 2022’ initiative. They will take place in Glasgow and Scotland over two weeks in August 2023 and combine 13 existing cycling championships in different disciplines.

The 2023 event will feature athletes competing across disciplines including road, track, BMX, mountain biking and para-cycling. Glasgow will not need to build new venues in order to stage the championships, although events will be spread across Scotland, with Dundee, Edinburgh, Fort William and the Borders also playing host.