Sky is celebrating its sponsorship with British Cycling with a major social media push called ‘Sky Loves Cycling’.
Despite the fact that its eight-year partnership with British Cycling comes to an end this year, the pay TV giant has created a social suite of Facebook, Instagram, Twitter and YouTube accounts dedicated bike riding.
All roadies, MAMILs and those jumping on a bike for the first time. If you #LoveCycling you're in the right place! pic.twitter.com/avlWDBWjRa
— Sky Loves Cycling (@SkyLovesCycling) May 9, 2016
Fun fact: There are over 1 billion bicycles around the world… How many are in your living room? 😉 #LoveCycling pic.twitter.com/skyWOLNBCw
— Sky Loves Cycling (@SkyLovesCycling) May 13, 2016
The social media platforms, in harness with a PR push, form the core of Sky’s wider marketing push to celebrate its long-running involvement with the sport that also looks set to span 360-degree Facebook films and Periscope livestreaming.
The ‘Sky Loves Cycling’ campaign content will include behind-the-scenes content of Team Sky stars such as Chris Froome, Luke Rowe and Geraint Thomas.
Congratulations to one of the best to ever do it! https://t.co/QySLJcNXeI
— Sky Loves Cycling (@SkyLovesCycling) May 13, 2016
‘With a huge summer of cycling ahead for Britain, the sport is quickly becoming one of the nation’s most popular activities to both support and to participate in,’ said Sky’s head of brand for cycling and Team Sky, Ian Murrary.
‘The Sky Loves Cycling channels have been created to bring cycling fans closer to the sport and to provide them with the cycling inspiration they need to get on their bikes.’
Sky has harnessed the PR and content agency One Green Bean for the campaign and Murray also says that Sky would be promoting the campaign with a ‘paid media’ strand.
Sky’s objective is to leverage enthusiasm for the upcoming summer of cycling – with the Tour de France in July, the Olympic Games in August and the Sky Ride long-distance public cycling event series through the summer.
‘There is definitely a demand for more content led activity from brands to engage with audiences,’ adds Murray.
‘In terms of Sky, cycling has become the heart of the brand and the new social channels are allowing us to share the fantastic access we have with world-class riders and events, and provide riders at all levels with inspiration, advice and entertaining content.’
Comment
After a rough few weeks for British Cycling (after a serious set of bullying, discrimination and kit selling stories and chief coach Shane Sutton standing down), it is stalwart brand partner Sky who has stepped up to support the sport again in a very public manner.
This move is all the more surprising to some considering Sky’s sponsorship of British Cycling come to a close at the end of 2016 – through it will continue to own the UCI Pro outfit Team Sky.
Is there any sports property that wouldn’t love to be backed by a partner that has been as committed (and as successful) as Sky has been to cycling?
Links:
Sky Loves Cycling Twitter:
https://twitter.com/SkyLovesCycling
@SkyLovesCycling
Sky Sports Cycling:
http://www.skysports.com/cycling
Team Sky:
British Cycling:
