Cycling Ireland has begun a process of reviewing its commercial activities with a view to increasing revenue and also finding a major title sponsorship, something the national governing body has historically struggled with.
The new review, which will be conducted by a contractor specialising in sports marketing and commercial innovation, will examine Cycling Ireland's current commercial structures and revenue streams with a view to better exploiting the assets across the sport in a bid to increase revenue.
While Cycling Ireland has funding from a number of sources - including members' fees and Sport Ireland - it has gone through challenging times of late. Significant expenditure was incurred in the aftermath of 18 months of controversy at the organisation.
And while the Sport Ireland funding has been especially important, it has long been out of synch with the true nature of Irish cycling. That funding is built around the Olympic Games, where track and paracycling are the priorities. It means road cyclists are almost never funded, despite road cycling being by far the biggest part of Irish cycling.
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Unlike other sports, the Olympics are not at the centre of cycling globally and being mostly dependent on Olympic-based funding has not served Irish cycling well down the years. If Cycling Ireland could generate additional revenues, that may result in projects such as a junior and U23 road programme being developed. However, other areas of the sport - including the many non-competitive strands - would also be in contention for funding.
The national governing body has now announced the appointment of the '1920 Worldwide' group to "undertake a review" of its commercial activities "with the aim of identifying a new primary partner" to "create new opportunities for the cyclists of Ireland". The agency will also explore new revenue opportunities for Cycling Ireland.
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Cycling Ireland’s newly appointed chief executive, James Quilligan, said there was enormous potential for cycling in Ireland.
"It is an exciting time for Cycling Ireland with a number of positive initiatives and developments on the horizon," he said. "Plans for the construction of Ireland’s first indoor velodrome on the Sport Ireland Campus are continuing at pace, we are looking forward to welcoming the return of the UCI Cyclocross World Cup to Dublin and our elite athletes are excelling on the world stage.
"From a participation and grassroots perspective, the number of people cycling is booming and we are starting to see the positive impact of significant investment in safe and segregated cycling infrastructure. Cycling is part of the solution to so many of the challenges facing society today, in particular physical and mental health and the environment."
Gavin McAllister, managing director of 1920 Worldwide in Dublin, said cycling, including as a means of transport, had grown significantly in Ireland in recent years.
"The number of people cycling since Ireland emerged from Covid has remained high," he said. "And with the government’s commitment to a healthier nation, and the development of cycle greenways across the country, the infrastructure is there for anyone to take up the sport, and to be able to do so in a safe environment.
"And as one of the most eco-climate-ESG friendly activities – in particular for commuters – we believe that cycling is in a strong position to deliver for prospective partners."
1920 Worldwide describes McAllister as the "former head of sponsorship for Three Ireland for more than 10 years". The company has its headquarters in London, with offices in San Francisco and Dubai while it also has an office in Dublin.
