Sky Sports Freewheel
The Sky Sports London Freewheel took place for the second year running, on Sunday 21st September 2008. Commissioned by Events For London (part of the Mayor of London’s office) in conjunction with Transport for London, the 2008 event attracted participants of all ages and abilities who cycled along a 12km ‘cycle only’ route passing some of London’s most iconic landmarks including Buckingham Palace and The Tower of London.
Objectives
The objectives for the Sky Sports London Freewheel were to:
• Provide a platform for a long-term increase in participation in cycling, both leisure and commuting, by directly demonstrating the key benefits of cycling and overcoming some of the barriers.
• Provide 45,000 participants with a unique opportunity to experience cycling first-hand in a controlled and safe environment but with an iconic and inspiring setting.
• Increase Sky’s credibility within cycling and highlight their sponsorship of British Cycling.
Approach
For the second year running, Limelight Sports was responsible for designing the 12k ‘cycle only’ route as well as planning and implementing the four ‘feeder’ routes from hubs located in the north, south, east and west of London. These routes were marshaled, signed and had a series of led rides, guided by experienced cyclists to give an experience of ‘live’ traffic but in a controlled environment.
The hubs acted as a meeting point for local cyclists to congregate and join led rides into the central route as well as to find out about local cycling opportunities and routes. Once on the traffic free central circuit there was live, mobile entertainment to add to the carnival atmosphere, plus a rest stop with many family activities.
Limelight Sports was responsible for full event management services including concept creation, traffic and transport management, event experience, technical production, event logistics and health and safety.
Outcome
The free to enter event attracted an estimated 50,000 cyclists, thus exceeding the participation target. A post event survey highlighted that 97% of participants said they will recommend the event to a friend and 96% rated the experience as good/excellent. As a result of the event, 11% of participants said they would start to commute to work by bicycle and 29% said they would start cycling for leisure.
The profile of Sky Sports’ sponsorship of British Cycling was raised by the event with 91% of participants stating they were aware of Sky Sports’ involvement with London Freewheel.
Limelight Sports are currently in talks with Events For London and other stakeholders to deliver the event again in 2009.
For more information on Sky Sports London Freewheel, click here. (http://www.london.gov.uk/freewheel)
For more information on the event please go to www.londonfreewheel.com
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Objectives
The objectives for the Sky Sports London Freewheel were to:
• Provide a platform for a long-term increase in participation in cycling, both leisure and commuting, by directly demonstrating the key benefits of cycling and overcoming some of the barriers.
• Provide 45,000 participants with a unique opportunity to experience cycling first-hand in a controlled and safe environment but with an iconic and inspiring setting.
• Increase Sky’s credibility within cycling and highlight their sponsorship of British Cycling.
Approach
For the second year running, Limelight Sports was responsible for designing the 12k ‘cycle only’ route as well as planning and implementing the four ‘feeder’ routes from hubs located in the north, south, east and west of London. These routes were marshaled, signed and had a series of led rides, guided by experienced cyclists to give an experience of ‘live’ traffic but in a controlled environment.
The hubs acted as a meeting point for local cyclists to congregate and join led rides into the central route as well as to find out about local cycling opportunities and routes. Once on the traffic free central circuit there was live, mobile entertainment to add to the carnival atmosphere, plus a rest stop with many family activities.
Limelight Sports was responsible for full event management services including concept creation, traffic and transport management, event experience, technical production, event logistics and health and safety.
Outcome
The free to enter event attracted an estimated 50,000 cyclists, thus exceeding the participation target. A post event survey highlighted that 97% of participants said they will recommend the event to a friend and 96% rated the experience as good/excellent. As a result of the event, 11% of participants said they would start to commute to work by bicycle and 29% said they would start cycling for leisure.
The profile of Sky Sports’ sponsorship of British Cycling was raised by the event with 91% of participants stating they were aware of Sky Sports’ involvement with London Freewheel.
Limelight Sports are currently in talks with Events For London and other stakeholders to deliver the event again in 2009.
For more information on Sky Sports London Freewheel, click here. (http://www.london.gov.uk/freewheel)
For more information on the event please go to www.londonfreewheel.com
Back
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''The event encouraged cyclist of all abilities to dust down their bicycles and discover how accessible London is for people on two wheels.'