Bike Channel has appointed We Are Disrupt to support the delivery of its women’s cycling strategy.
Bike Channel – which launched in the UK in 2015 and is broadcast 24 hours a day on Sky and Virgin Media – enlisted the aid of We Are Disrupt – the agency specialising in women’s sport – to inspire, enable, celebrate and empower women in cycling, whilst simultaneously breaking down the barriers to participation that prevent many women from joining in.
Chief executive of Bike Channel Filippo Ubaldini commented on the move: “At a time when cycling is attracting more riders than ever, the Bike Channel wants to play a role in inspiring, enabling and celebrating women in cycling. The expertise that We Are Disrupt offers will help us to deliver our ambition of not only an increased awareness of the Bike Channel, but also an increase in the number of women cycling in the UK.”
We Are Disrupt managing director Emma Lax added: “We are very excited to be appointed by Bike Channel to deliver a women’s cycling strategy, grow their female audience and enable them to maximise the commercial opportunities in women’s cycling. Our team are passionate about cycling and we are excited by the opportunity to partner with the Bike Channel to empower more women through cycling across the UK.”