Welsh Cycling

100AND10% were commissioned by Welsh Cycling to design and implement a new sponsorship strategy.

The brief

To design and implement a new sponsorship strategy for the national governing body, aimed at facilitating engagement with companies across varying levels of investment, ensuring all revenue, product and services contributes to supporting the development of the elite athletes in the build up to the Glasgow 2014 Commonwealth Games, the next generation of Welsh cyclists targeting success at the 2018 Commonwealth Games on the Gold Coast and developing the sport at a grassroots level.

The results

Since launching the new sponsorship strategy in the summer of 2012, 100AND10% has already been responsible for securing the biggest commercial deal in Welsh Cycling’s history, which has seen leading sports nutrition brand Ultimate Sports Nutrition (USN) become the Elite Team Principle Partner, including the naming rights to the Welsh Cycling managed UCI Track Cycling World Cup team (Team USN), as well as becoming Official Nutrition Partner to the national governing body.

100AND10%’s role ongoing will be to provide management and support to USN’s sponsorship activation, ensuring that all parties maximise available opportunities.

100AND10% will also continue to engage with interested parties, with sponsorship options available at varying levels of investment.

The feedback

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