Tadej Pogacar inaugurates new programme in UAE

On the morning of Sunday February 27th, 40 excited young children took to the saddle outside of ALDAR’s brand-new headquarters on Yas Island, eagerly anticipating the arrival of superstar cyclist Tadej Pogacar and the other members of the UAE Team Emirates.

Fresh from their emphatic UAE Tour victory this past week, Pogacar and his team-mates were on hand to initiate the launch of the ‘UAE Team Emirates Cycling Academy presented by Aldar’ – an initiative that aims at building bike riding confidence amongst 6–11-year-olds in a safe and enjoyable manner, as well as improving the fitness levels of the young children.

Our team was responsible for all the marketing related activity associated to the event, including installing all branding on site. We invited local media and arranged media interviews with UAE Tour winner Tadej Pogacar.

The programme falls in line with the UAE’s National Strategy for Wellbeing 2031 and will be delivered through three one-hour group sessions per week. The Youth Cycling Academy will be a part of the greater commitment by the UAE Team Emirates Cycling Team to promote the health and wellness of UAE residents through encouraging people of all ages to take up cycling and ultimately live a healthier and more active lifestyle.

Aside from the Youth Academy launch event,  we also helped the team leverage its “home” UAE Tour which took place in the final week of February, driving growth across its social channels, delivering daily media relations, supporting with the finish line hospitality and content capture for team partner, ADNOC.