Time Inc., publisher of Cycling Weekly, yesterday announced the purchase of UK Cycling Events (UKCE), the UK’s leading sportive provider.
With the cycling industry benefitting from a huge growth in participation, the acquisition sees Time Inc. UK become the market leader in sportives across the United Kingdom.
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Cycling Weekly runs 10 sportives through UKCE, with the company also organizing the extensive Wiggle Super Series and Ordinance Survey spin series.
As well as the events on the road, UKCE also run six mountain bike sportives throughout the year.
Paul Williams, managing director of Time Inc. UK’s specialist brands, said: “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 of 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.”