Bike event marketing made easy

Here’s how to promote your event in simple, bike-sized chunks.

At 42group summer = cycling. We love cycling in all its forms at 42group, and have worked with events like the Tour of Britain and the Bristol Grand Prix, as well as a whole host of business, brands and charities looking to become involved and associated with all things two-wheeled.

British cycling is going from strength to strength and the market is growing, but that doesn’t mean getting a piece of the action is easy. The sportive, race and cycle event space is crowded, with Scotland’s Etape Royale the latest casualty, citing ‘uncertain financial times’ as the reason.


If you’re looking for some advice on how to promote your cycling event then clip yourself in. Here are our tips for cycling marketing success:

It’s all about content

A race is an event, so promotion is all about PR, right? Wrong – it’s all about content.

PR performs a valuable function, it can get you valuable exposure in the media and it can make sponsors feel an awful lot happier but as a cyclist at 6pm on a sunny day you’re not going to be watching the TV, you’ll be on your bike.

Our approach is to create multi-platform content that covers social and traditional media. These are our stock pieces of content. We also flow through stuff as and when we can, whether it’s a snapshot of a ride or a chat with a follower we advise our clients to keep content bright, lively, regular and timely.

That means creating, posting and curating content at all hours of the day, not between 9am and 5pm on weekdays.

Capture a case study (but don’t call it that)

In 2016 we developed a series of case studies for the Bristol Grand Prix that helped to highlight the benefits of cycling. It also happened to involve one of the race’s biggest and most high profile partners: Avon and Somerset Police.

A case study or two can help to tell a story that other content can’t, it brings it to life. We’re currently working on some celebrity case studies for a client to help them gain exposure in a low-pressure way, and know that these will cut through the traditional forms of content.

People love stories, so tell them.

Lights, Camera, Action

Whether you take good pictures or bad pictures, just take them. Every social post should (if possible) have a picture and a purpose. Films are even better if you can capture them.

Not much more to say on this one.

Change up the CTA

Every social post should have a point, but you can’t keep making the same one or you’ll end up as derided as Theresa May and as ignored as Nick Clegg at a student union party.

Change up social feeds and content plans to manage multiple calls-to-action. Switch them regularly, and promote different aspects of your race.

Support your LBS

Local bike shops are the social hubs of the cycling community, so don’t ignore them.

Take POS material to your bike shops and make friends with them. If you can afford it buy something too. You may end up with 485 tyre levers or tomato sauce flavoured energy gels, but you’ll have a lot more friends too – and friends that matter.

Press the flesh

You can’t promote your event at arm’s length you need to get out there and chat to as many people as you can. If you think a stakeholder is a colloquial term for a plate, you need to think again.

As an organiser you’ll need to speak to as many people as you can about your event. Social events, business mixers, development events, they’re all useful. It’s all about networking.

There’s a lot more to running a race, but you knew that already. If it sounds like a lot of hard work, it is – but get it right and it’s amazing.  

At 42group we’re bonkers about bikes and cycle industry insiders. If you’re looking for helping hand with your sportive marketing or bike race marketing, contact us today.