Blog : Fort William

Full Speed Ahead For Team Stripe at Mountain Bike World Cup 2016

Full Speed Ahead For Team Stripe at Mountain Bike World Cup 2016

The UCI Mountain Bike World Cup in Fort William has legendary status amongst the global mountain bike community. Every year, thousands of fans, riders and media make the pilgrimage up to the Scottish Highlands to watch the sport’s elite stars battle it out on the slopes of Aonach Mor in the hope of winning a World Cup crown.

This year, organisers Rare Management, tasked Stripe with building pre-event awareness and engagement on and offline to help drive ticket sales and excitement.

It’s the eighth consecutive year Stripe has been responsible for delivering communications activity at one of Scotland’s major annual sporting events. Our role is multi-faceted and ranges from maximising opportunities to raise the profile of the event through media relations, social media activity and stakeholder engagement to managing UCI (Union Cycliste Internationale) media accreditation and photographers from across the globe in the onsite press office.

With a shift towards a more clearly defined digital strategy, we used Facebook and Twitter as our key communication channels to connect and resonate with die-hard fans, as well as engaging with families looking for something different to capture their kids’ imaginations.

Mountain Bike World Cup 2016-Steve Peat and Legends of the future

Supported by strong media moments, including a high impact press launch with Fort William legend, Steve Peat, we achieved some great media cut through for a sport that continues to struggle for column inches in the British press. The results have so far been epic, and we’re not just talking about this year’s winning riders, Rachel Atherton and Greg Minnaar, who stole the show in the women’s and men’s elite downhill events.

Mountain Bike World Cup 2016-female winners-stripe

In the month leading up to the downhill action, our social media content reached more than 450,000 people – almost 7,000 Facebook page views and 44,000 post engagements took place during the event alone, where activity peaked.

We also secured a wide variety of earned media coverage in national print, broadcast and online media titles, as well as mountain bike trade magazines.

Early indications suggest it’s been a bumper year for ticket sales.

Thanks to the glorious Highland sunshine as well as some incredible sporting moments, there’s no doubt this year’s Fort William Mountain Bike World Cup has been one of the best yet.

Mountain Bike World Cup 2016-bowl-Stripe

Brits take podium positions at Fort William Mountain Bike World Cup

Brits take podium positions at Fort William Mountain Bike World Cup

Five Brits took podium positions at the Fort William Mountain Bike World Cup, including World Downhill Champions, Danny Hart, Gee Atherton and Tracy Moseley.

The adrenaline packed weekend saw over 18,000 spectators take to the Nevis Range to watch the world’s best riders battle it out for podium position in the 4X and Downhill, resulting in a nail biting finale. This year the action carried on past the finish line as the Fort William Mountain Bike World Cup hosted its first ever festival, Downhill Downtown, featuring Scottish talent, Bwani Junction and The Little Kicks.

With on-site entertainment, sunshine and the Olympic Torch making an appearance, the three day showcase of mountain biking made for a memorable weekend in the Scottish Highlands.

Scotland’s biggest bike event gets hart racing

Scotland’s biggest bike event gets hart racing

Scotland is gearing up to host its biggest and best mountain biking event yet and Stripe celebrated its launch with one of the leading names in the sport.

Danny Hart, who stormed to the title of World Downhill Champion last year, took to the Scottish stage to show off the tricks of his trade for the official launch of the UCI Mountain Bike World Cup, which attracts over 20,000 spectators to the ski area at Nevis Range near Fort William each year.

In addition to the adrenaline-packed Downhill and Four-Cross action, fans will be able to enjoy an enhanced spectator experience to celebrate the Year of Creative Scotland when the world’s best riders roll into town on 9-10 June.

Fort William World Cup wins 3-year contract

Fort William World Cup wins 3-year contract

As the dust finally settles on yet another thrilling UCI Mountain Bike World Cup in Fort William, event organisers Rare Management is proud to announce that the award-winning event is set to stay in Lochaber for another two years.

Mountain Biking’s governing body, the UCI (Union Cycliste Internationale), confirmed the agreement, which will guarantee the event stays in Fort William until at least 2013.

This welcome news comes as around 20,000 fans descended on the Nevis Range over the weekend to witness what was one of the best mountain biking competitions in the event’s ten-year history. Two World Cup events, 4-cross and Downhill, for both men and women, featured 300 riders from more than 25 countries in what was the one of the best competitions in the event’s history.

Mike Jardine from event organisers Rare Management, comments: “The UCI Mountain Bike World Cup in Fort William has undergone some amazing changes in the past ten years and is now firmly established as one of the premier events on the international circuit as well as being one of the biggest sporting events in the Highlands. We’re delighted that the UCI has continued to recognise the classic status of Fort William by awarding a round of the World Cup for the next two years.

The dates for the 2012 round of the UCI Mountain Bike World Cup in Fort William are 9 -10 June 2012.

Scottish superheroes fly into action!

Scottish superheroes fly into action!

Is it a bird? Is it a plane? No it’s a flying mountain biker! Two of Scotland’s young mountain biking hopefuls, Joe Barnes and Fergus Lamb, today descended on Aonach Mor sporting superhero costumes, as they prepare for the return of the Downhill Superheroes.

Nevis Range ski area, just outside Fort William will host the second round of the 2011 UCI Mountain Bike World Cup Downhill and 4-Cross tour, which takes over the Highland town on 4th and 5th June. The sport’s Downhill Superheroes, from more than 25 different countries, will be joined by thousands of fans, as they return to the scenic Scottish Highlands for another adrenaline-packed weekend of world-class Downhill and 4-Cross action.

With up to 20,000 fans expected to flock to this year’s event, spectators are urged to buy their tickets early either via or by calling 01397 705 825 between 9am-5pm.