Relevance & Reputation

Client Challenge

From cycling champion to icon

To build on Geraint Thomas’ Tour De France win in 2018 helping him to transcend the genre of cycling into the mainstream psyche (where he was largely unknown) with a view to making him a contender for the 2018 BBC Sports Personality Of The Year. The client was also keen on future partnerships with high-end luxury brands so wanted exposure in key media that would interest these brands.



Tour de Force

We worked closely with Team Sky in the wake of the TDF win to coordinate the Sports media ensuring that we protected our exclusive interview for the cover of The Sunday Times Magazine. We planned a mainstream media strike to hit the biggest and most targeted pieces. This included interview slots on TV with Graham Norton and Sunday Brunch in the run-up to SPOTY. We also started to build a relationship with GQ magazine by first getting Geraint along to their 30th anniversary party after which we brokered a regular column for him on

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Winner of Sports Personality of The Year 2018, Brand deals secured with Zwift, Continental Tyres, Fi’zic:k, Brain Brewery (created the G Beer), Social media increased to over one million post TDF win.

  • 1st

    SPOTY 2018

  • +1M


  • 4+