Generate Wins UCI BMX World Championships PR Brief

Sports marketing and sponsorship agency Generate has won the PR brief to drive interest for the UCI BMX World Championships in Birmingham in May 2012. 

Generate’s specialist PR team has developed a PR campaign that includes media relations, experiential activity, and digital to encourage ticket sales for the event as well as participation in the sport. 

The event, which takes place at Birmingham’s National Indoor Arena NIA from May 24th-27th, will host over 2,000 riders from across the world, including Olympic GB hopefuls Shanaze Reade and Liam Phillips who will be gunning for world titles before the Games. 

Jonny Clay, Event Director for the UCI BMX World Championships said, "The 2012 BMX World Championships is the latest in a string of major events that British Cycling has successfully bid for in recent years, and the event gives the GB Cycling Team home advantage in just weeks leading into the Games. We've already seen the impact of the event here in Birmingham with the creation of the new International BMX facility at Perry Park as part of the legacy of the event and as the event draws closer we're looking forward to giving many more people the chance to participate in and watch the sport of BMX." 

Rupert Pratt, Managing Director of Generate, said, “We have developed a PR programme that will engage people primarily in and around Birmingham to drive attendance at the event, with a wider PR programme designed to generate interest and participation in the sport. The event takes place only a few months before the Olympic Games, and with GB medal hopefuls competing at the Championships, media and consumer interest will be high.”