Time Inc. UK’s cycling portfolio is already home to brands that include Cycle Sport, Cycling Active, Cycling Fitness, Mountain Bike Rider and Cycling Weekly. The cycling industry is benefitting from strong growth in participant levels and this acquisition positions Time Inc. UK as the market leader in UK cycling sportive events, says the company. The development and expansion into experiential offerings is a natural step for the portfolio and supports Time Inc. UK’s overall audience development strategy in this important market.
Marcus Rich, CEO, Time Inc. UK says: “The acquisition of UKCE is an important piece in building out an events growth platform for our business as a whole and an attractive use of Time Inc. capital.”
Adds Paul Williams, managing director of Time Inc. UK’s specialist brands: “We know UKCE well, having worked closely with them over the last few years organising the Cycling Weekly sportive series. The UKCE business has grown to run over 50 sportives per year based on the leading rider experience in the market and a dedicated UKCE team at each event. The opportunities for growth are substantial and I look forward to working with the UKCE team to further develop the business.
“The acquisition will also provide the opportunity for Time Inc. UK to continue to build its digital reach among this audience and will place Time Inc. at the heart of the cycling market. This is transformational for the portfolio as we expand to become truly multiplatform, across print, digital and experiential.”
Martin Barden, founder and owner, UK Cycling Events, says: “I am very excited about working with Time Inc. UK on the sale of UK Cycling Events and about my continued involvement in the development of the company.
“Having partnered with Time Inc. UK over the last few years, I know it shares my passion and vision for UKCE. Together, we will further develop the portfolio of events, and ensure that the rider experience is the best available in the UK. Time Inc. UK’s experience and reach within cycling media will grow UKCE and strengthen it as the leading provider of cycling sportives in the UK.”
Martin will continue to work with UKCE over the next two years.
