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Active Sport appoints Fusion Media for Vélo Series PR


Fusion Media, an integrated marketing and communications agency for endurance sport, has been appointed by Active Sport (formally CSM Active) to handle the PR brief for the UK-based Vélo Series. This will include the well-established Vélo Birmingham & Midlands sportive, which takes place on 21st June 2020, along with future Vélo Series events.

On Sunday, June 21, the third edition of Vélo Birmingham & Midlands will host 18,000 riders of all abilities through two Midlands cities and the West Midlands countryside on closed roads. A shorter route will also be opened for entry in the coming months.

Fusion Media’s brief is to lead on PR strategy, with the aim of elevating event awareness and driving ticket sales via the use of PR and influencer marketing.

For over 11 years, London-based Fusion Media has focused on PR and digital for cycling and endurance sports. As a boutique agency, its specialist approach has seen the company grow a broad portfolio of clients. This includes brands such as organisers of the Tour de France – A.S.O, Red Bull, Evans Cycles, Wahoo, Shimano and Brompton. The agency is underpinned by specialist knowledge and a ‘passion to get people active through sport, recreation and transport.’

Ali Foster Director of Marketing at Active Sport & Entertainment said “We are excited to work with Fusion as we enter into an exciting period of growth for the Vélo Series. Their unrivalled understanding of the cycling and ‘active lifestyle’ market as well as their extensive media and influencer network means they are well placed to help us achieve our goals in 2020 and beyond.

“The demand for premium, closed road cycling experiences has never been higher and we look forward to working collaboratively to help the Vélo Series reach new audiences and fulfil its full potential as the UK’s premier closed road cycling series.”

Wiesia Kuczaj Head of Agency at Fusion Media Services, said “We are delighted to be working with Active Sport on the Vélo Series during what will be a very exciting year with new locations and events in 2020.”

She added “As an agency, we have lots of hands-on experience of working on mass participation events – working with Red Bull, A.S.O (Tour de France, Etape du Tour and Paris Marathon) and Haute Route. Our agency is built on unrivalled specialist knowledge of our subject, as well as traditional values of honesty, transparency and personal investment in our client’s mission.”




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