Welsh Cycling

As the national governing body for the sport of cycling in Wales, Welsh Cycling worked with 100AND10% from 2012-2016 across a series of projects, with the relationship initiated by the request to audit the NGBs commercial potential and create a new sponsorship strategy including the design of new rights and benefits.

Sponsorship and marketing services included a full commercial audit and strategy, creation of a full sponsorship asset portfolio, marketing and comms support across digital and events alongside commercial strategic support to senior Welsh Cycling staff.

“We engaged 100AND10% early in 2012 to design and implement a new sponsorship strategy for Welsh Cycling. This is a new era for us as a National Governing Body; we chose 100AND10% after a competitive tender process and we have been delighted with the results achieved to date which have without doubt exceeded our original expectations.

“The audit that created the rights packages and sales strategy has proved to be very effective and with our new headline sponsor in USN alongside a number of new partnerships at various stages of negotiation, we are creating a very bright future for Welsh Cycling and a positive long term partnership with 100AND10%.”

Matt Cosgrove, Performance Director, Welsh Cycling

During this time, 100AND10% was responsible for securing Welsh Cyclings first ever principal partner in an initial three-year partnership with international nutrition business USN; supported in the extension of the USN agreement for a further 12 months in 2014; secured official suppliers / revenue-generating partners with clothing brand DHB and major online retailer Wiggle and acted as negotiators for Welsh Cycling during the commercial MOU process with British Cycling.