2022 PR campaign

We have represented UAE Team Emirates – the UAE’s first professional cycling team -with PR, event operations and commercial advisory services since its launch in 2017.

Our role was to promote the UCI World Tour cycling team under a new banner. Following that, we were tasked with growing awareness of the team in the Gulf Cooperation Council and international markets, whilst also championing cycling within the UAE.

Uae Team Emirates

What we did

To achieve that, we launched the UAE Team Emirates Youth Academy – an exclusive academy for school children living in the UAE. The objective underpinning the Youth Academy was to ensure that the children in attendance developed a new-found passion for cycling and staying active.

To bring the Youth Academy to life we ran a pilot test in Abu Dhabi across 12 schools in 2018 and 2019. We also hosted an open day at Yas Marina Circuit where we hosted schools from around the UAE. Off the back of these test events, we devised, launched and managed the UAE Team Emirates Youth Academy in-schools coaching programme.

The results



By 2020, 17 Youth Academy sessions were conducted in more than eight schools, engaging over a thousand youngsters and challenging more than 500 participants in the Champions Challenge.

In 2021 together with Abu Dhabi National Organising Committee, we managed a community cycling event Tour de Yas which saw 200 participants racing against each other at Yas Marina Circuit.

Across 2022, we generated record results for the newly rebranded Aldar Youth Cycling Academy, making cycling accessible to more children across more schools than ever before. As well as going into schools, we hosted 5 community events across the year, further broadening the reach of the Aldar Youth Cycling Academy and increasing the opportunity for young children to experience Cycling.


GCC articles, 61% Arabic vs. 39% English

Engaged 457

Media outlets in 2022

250+ minutes

Total broadcast


Engaged across 17 youth academy sessions


First time cyclists


Hours coached