Opening the doors of UAE Team Emirates


Learning about life on tour at the Ardennes Classic Liege-Bastogne-Liege

Our Middle East office hosted three journalists at Liege-Bastogne-Liege as part of our PR & Comms work UAE Team Emirates, which competes in the UCI World Tour. From interviews with the team’s mechanic to talking tactics with the Sport Director, the team opened its door to life on tour.

The recce ride before the Spring Classic gave us an opportunity to watch the riders cycle the final section of the course, asses their legs and the new hills added to the route. On race day, we zipped around the 260km course with the team’s management as our guide, stopping off at points along the route watching the peloton on the sweeping roads and riders attack the narrow, steep hills and unfortunately watch another team win!


What was probably the most memorable experience for the journalists was the time spent in the lead up to the race with the riders and cycling legend turned UAE Team Emirates promoter - Mauro Gianetti. The riders ate breakfast, lunch and sometimes dinner with the media, talking about the new and recharged ambition the team has now that global brands like Emirates have come on board as sponsors, the best and worse things about life on tour and how they mentally prepare for races. Mauro spent his time with the media explaining the nuances of training, dynamics of the team and helping the journalists understand the mindset of the riders during the race. It was a fantastic opportunity to get the media closer to the team and experience the race from the inside.

You can follow the team on social media throughout the Grand Tours - Giro d’Italia, Tour de France and Vuelta a EspaƱa as well as other races in the season: Facebook, Instagram & Twitter