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When I began working with the Union Cycliste Internationale (UCI), their social presence was modest, with fewer than 2,000 followers and limited engagement across platforms. The organisation needed a clear digital strategy that could unite a diverse global audience and bring fans closer to the heart of cycling. With multiple disciplines, each with its own culture and community, the challenge was to create a cohesive brand voice and content approach that resonated across every fan group while capturing the emotion and excitement of the sport.
I developed a comprehensive social media and content strategy focused on putting fans first. This included defining a clear tone of voice, establishing content pillars, and building a data informed publishing rhythm tailored to each platform. For TikTok, I introduced trend led and emotive storytelling formats that celebrated both the passion of elite racing and the human side of the sport. By combining fast paced highlights, behind the scenes moments and community driven content, UCI’s digital presence evolved into an engaging hub for cycling fans around the world.
The results were outstanding. UCI’s TikTok audience grew from under 2,000 followers to more than 894,000, with over 22 million likes to date. Engagement rates increased significantly across all platforms, establishing UCI as one of the most followed and interactive cycling organisations online. The success of this strategy not only strengthened the global cycling community but also laid the foundation for UCI’s ongoing digital storytelling across future Championships.
