Events discovery platform Skiddle activated its sponsorship of Skateboard GB with a participatory, consumer content focused campaign based around the ‘Skateboard GB x Skiddle Virtual Skate Championship’ which aimed to boost awareness of the alliance and participation in the inclusive, virtual event.
Skiddle co-hosts the groundbreaking virtual event which seeks to maximise entries by removing all the location, gender and wealth related barriers which so often stop skilled skateboarders from competing in traditional tournaments.
By holding a competition online, the aim is to attract more people from around the country to put themselves forward to compete in what remains a largely male-dominated sport.
Skiddle launched a digital-first, Instagram-led activation from 21 September linked to a set of hashtags which invited skaters across the UK to film themselves doing a 45-second line – showing off their tricks in a single run – to be in with a chance to win cash prizes and skate shop vouchers from Skate Hut (and first place winners gain automatic entry to the Skateboard GB National Championships 2023).
The promotional campaign showcases some stand out skateboarding entries while highlighting the entry mechanic process:
Film a single run, up to 45 seconds in length at a skatepark
Post the video following and tagging @skateboardgb & @skiddleuk and using hashtag #SBGBVirtualChamps2022 (one entry per person)
Make sure your Instagram profile is public in order to enter
Enter by 6pm on 29 September 2022
Good Luck!
“We are thrilled to be working with Skateboard GB on the Virtual Championships 2022,” commented Skiddle Senior Marketing Manager Lisa Braithwaite. “We look forward to seeing entries from all over the country, discovering new talent and supporting grassroots skateboarding.”
Skateboard GB Head Of Engagement Neil Ellis added: “We are excited to partner with Skiddle on this event. The Virtual Championships will give skateboarders from across the country an opportunity to compete on a national level and showcase the amazing skateboard talent we have here in the UK”.
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According to the campaign PR material, both sponsor and governing body claim to have “a shared passion for advocating for grassroots talent, inclusivity and offering up new opportunities to those who may otherwise not have them” and that the “partnership aims to create an ongoing relationship between Skiddle and Skateboard GB going forward, and potential future events to support these causes”.
Working with the national governing body, which supports skateboarders to reach the Olympic Games, Skiddle signed up as the rights owner’s official sponsor after research showed that online searches for skateboarding in the UK grew to its highest ever level last year and searches for skateboard lessons increased by 25% after the last Olympics when the sport was part of the Olympic programme for the first time.
The overall number of people skateboarding in the UK is increasing year-on-year, while the number of females skating has increased by more than 20%.
Skiddle’s commitment to creating opportunities for disenfranchised youth is further reflected in its other partnerships: such as its recent project with Young Urban Art Foundation (YUAF) supporting young people in the London community.
Skiddle, which experienced significant growth in the last year including a 183% increase in turnover and doubling its staff, is partnering on more events (primarily sport, culture and food) and has worked with more than 60,000 promoters as it seeks to generate greater exposure and generate a larger audience.
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