UAE Team Emirates

Inspiring a new generation of cyclists

After helping launch the team in 2017, we have been delivering the PR & Comms for UAE Team Emirates, the UAE’s flagbearers on the UCI World Tour. The team have made major strides throughout the past two years, including recently winning the 6th stage of the Tour de France, and the PR campaign has been a resounding success.

The Tour de France formed the focal point of the 2018 for the team, and the end to the world renowned race could not have been more glorious as UAE Team Emirates rider Alexander Kristoff took home the iconic final stage win. On top of that, fellow rider Dan Martin picked up the award for 'Most Combative Rider' of the Tour after several inspirational attacking performances across key mountain stages. The success on the track was backed up with substantial coverage across all Gulf Corporation Council (GCC) media, including race previews and reviews, features and interviews helping to grow the team's profile. 

Alongside this, back home in the Middle East, we also helped UAE Team Emirates work towards their commitment to inspire the next generation of cyclists in the region. Partnering the team with Dubai-based sports activity provider Just Play, we launched the UAE Team Emirates Youth Academy in July - a summer cycling programme hosted at Dubai sports world.

The three week initiative, for girls and boys aged 11-16, coincided with the beginning of the Tour de France, and saw several coaching clinics put on where kids were taught the basics of indoor cycling. UAE Road Cycling Champion Yousif Mirza also made an appearance to offer the children some eye-opening insights in to the world of professional cycling. 

Rounding off a busy and successful UCI World Tour season, the team hosted another training camp in the UAE in October, featuring the full roster of UAE Team Emirates riders. Working closely with the riders and staff, we again used this as an opportunity to showcase the team’s ongoing commitment to developing cycling in the region. As part of the five-day camp, there was a ride along with over 40 budding cyclists from Abu Dhabi Cycling Club (ADCC).

Riders also joined over 50 youngsters aged 4-16 years-old at Al Yasmina School, Abu Dhabi, to host an introduction to cycling clinic – an initiative that will form the basis for the next phase of the team’s Youth Academy. Tour de France stage winners, Dan Martin and Alexander Kristoff, were on hand to give youngsters advice on how to improve their riding technique. Each activation was attended by key media titles in the region, with strong editorial and broadcast coverage being published in the week following the training camp.

Across the year we generated some superb results, including over 95m media impressions in the 2017-18 season and $1.5m worth of PR coverage delivered every month during the season. Over 80,000 people now follow the team across its social channels, with as many as 15,000 new followers on Instagram since January.  From January-July alone, we surpassed all GCC coverage figures achieved throughout 2017, with 1,920 pieces of coverage and 81 features placed up to that point. A fantastic year all round.