British Cycling hires Pitch Marketing Group as its creative agency to promote the Tour de France’s history-making return to Britain and create a “summer of cycling”
Pitch Marketing Group has been hired by British Cycling as the lead creative agency for the promotion of the Grands Départs of the 2027 Tour de France and Tour de France Femmes avec Zwift, which is set to be the biggest ever free-to-spectate sporting event in UK history. The appointment of Pitch was made following a competitive pitch process.
Pitch will be tasked with creating an integrated, multi-channel awareness campaign running in the UK from early next year to promote the return of the Tour de France to Britain, and the first ever visit for the Tour de France Femmes avec Zwift, as the unmissable sporting event of 2027, working alongside British Cycling’s Grand Départ GB team and retained communications agency, SPECTACLE. The campaign will create a national moment, uniting communities across Scotland, Wales and England with the aim of bringing millions of people to the roadside for the event. Pitch’s work will also promote British Cycling’s JOY social impact programme harnessing the Tour de France’s return to the UK to tackle societal inequalities, as well as leaving a lasting legacy for the sport of cycling in the UK.
The Tour de France and Tour de France Femmes avec Zwift is the world’s largest annual sporting event. 2027 will make history as Britain becomes the first nation outside of France to host the starts of both the men’s and women’s race in the same year. The men’s race will start on Friday 2nd July 2027 in Edinburgh, with 3 road stages across Scotland, England and Wales taking the event to Carlisle, Keswick, Liverpool, Welshpool, and Cardiff. The women’s race starts in Leeds on Friday 30th July 2027, before visiting Manchester and Sheffield, with a Team Time Trial stage taking place in central London on Sunday 1st August 2027.
The 2027 Grands Départs will be the biggest ever free-to-spectate sporting event in UK history, and the first time the women’s race will also be hosted in Britain. It also marks the first time that both the Grands Départs have been staged in the same country outside of France.
Esha Glen, marketing lead for Grand Départ GB 2027, said:
“Following a highly competitive pitch process we are delighted to be working with Pitch to bring to life their exciting vision for the promotion of the Tour de France and Tour de France Femmes avec Zwift next year. Pitch’s team really captured the sense of excitement we want to create to engage and inspire the broadest possible audiences. The Grands Départs 2027 will be an incredible free-to-attend roadside spectacle taking place across Britain. We want to see as many fans on the roads as possible and, with Pitch’s help, to make 2027 the summer of cycling.”
Henry Chappell, Chief Executive of Pitch Marketing Group, said:
“Britain has an amazing track record of staging the world’s biggest sporting events, and we are incredibly thrilled to be playing a part in the return of the Tour de France to the UK. As well as being an event that will create memorable moments for millions of spectators, it is a great opportunity to promote the sport of cycling to younger audiences. And it is another incredible national occasion to elevate women’s sport. We are looking forward to seeing millions of Brits bringing the atmosphere to cheer on the world’s best cyclists and witness one of sport’s most spectacular events in person.”
For further information on the Grand Départs 2027 please visit letourgb.com
Notes to Editor’s
About Pitch Marketing Group
Pitch is the employee-owned brand communications agency where brands in sport win in culture.
Founded in 2002 by Henry Chappell, the agency has an impressive track record of creating award-winning marketing campaigns for some of the biggest brands, rights holders, media companies and major events across the sports industry.
About Grands Départs 2027
In 2027, the Tour de France and Tour de France Femmes avec Zwift will both begin in the United Kingdom – the first time both Grands Départs have taken place in the same country, outside France.
The joint UK Grands Départs mark an important moment for cycling, with both the men’s and women’s Tours showcased on one of the world’s greatest sporting stages. With millions of spectators expected, it will be the largest free-to-watch sporting event in UK history.
Hosting both Tours will inspire participation at every level, building on the UK’s proud legacy of cycling success and innovation.
A dedicated social impact programme, JOY, will deliver lasting impact beyond 2027, focused on improving health and wellbeing, skills development and connecting communities. The programme will create an opportunity for young people to develop and showcase their skills whilst bringing together community groups to showcase and celebrate their local area and include a nationwide volunteer programme offering thousands of people the chance to be part of these historic sporting events first-hand.
