Preparing for the Great Outdoors Part 2: Exhibiting at Cycling and BMX Events

Despite spring still being in hiding, we thought we’d follow up on our post from a couple of weeks ago about exhibiting outdoors with some specific examples of events to exhibit at. This post looks at some of the cycling and BMX events that are happening in the UK this year, and offers tips on how to exhibit effectively at such events.

Man riding BMX Bike
London – BMX Rider (Chris Talbot) / CC BY-SA 2.0


Manchester BMX SuperCross World Cup, National Cycling Center 19th – 20th April 2013
The National Cycling Centre in Manchester will host the first stage of the BMX Supercross World Cup in April. Riders and spectators from around the world will turn up to race the Manchester indoor track; a track known for taking no prisoners. Having proved a big hit with riders and racers throughout last year (some National events hosting over 900 riders) the SX will no doubt be a huge success. As the event is being held entirely inside the NCC there’s no need for weatherproof displays, however with so many people in attendance and so many exhibitors fighting for their attention, having eye-catching designs is a must.

Fort William, Scotland 8th – 9th June 2013
Arguably the biggest mountain biking event of the year, Fort William plays host to Downhill, 4X and Trials mountain bike riding. Over 20,000 spectators attend across the weekend; all of them enthusiastic bikers. Being in Scotland the weather can be unpredictable, so any displays will need to be windproof, weatherproof and definitely mud-proof! With great racing, great music and a great atmosphere, Fort William can be the perfect place to exhibit.

British BMX Championships, Perry Park 24th – 25th August 2013
As any BMXer knows, the Brits are the final opportunity to show your skill. With the National championship over and the places decided, the Brits are a two-day knockout event for riders to show they’re the best racer, to battle through grudges and to take the highly sought-after British crown. A vastly growing event, it last year saw over 1,000 riders compete. Being held in late August the weather is unpredictable, and having weatherproof, windproof displays is definitely recommended.

The Cycle Show, Birmingham NEC 26th – 29th September 2013
The biggest UK cycling exhibition of the year, the Cycle Show has all aspects of cycling under one roof. From trials to track and mountain biking to BMX racing, the cycle show has it all. Exhibitors here can range from bike companies to accessories and even helmet-cameras, so any type of cycling-related business can really get a lot of exposure to a lot of potential customers. There’s always something going on to draw in the crowds, and people are always interested in anything there (especially if the stand happens to have free stickers!)

Notable Mention – Tour de France 2014
There isn’t a person alive that hasn’t heard of the Tour de France, and next year it starts in Yorkshire. The Tour is the biggest road cycling event in the world, and as such commands a lot of attention. Though it’s not this year it would be a good idea to start planning on how to capitalise on the huge amount of attention it will be receiving, and updating your banners is a great way to do this.

With so much happening in the world of cycling this year it’s a great opportunity to get your brand out there. Make sure you don’t miss out! While these events obviously attract professional cyclists and fanatics, it’s worth remembering that they are of interest to a wide range of demographics. If there’s a link between your brand and some aspect of cycling, it may be worth your time exhibiting! Some examples of business / charities who might benefit from exhibiting at such events include:

Road safety charities:
These guys will want to raise awareness of road safety among cyclists, who are a prime example of a group who are at risk on the roads.

Safe storage:
A secure place to lock a bike is a must for any cyclist, and some of the people attending the events will be home owners.

Accommodation options for people who are visiting events in the UK will be of interest too.

The best way to gauge whether or not to exhibit is to attend an event for yourself and get a feel for what’s there. Don’t try too hard to shoehorn yourself in, but don’t be put off exhibiting just because your business isn’t the first thing that springs to mind when you think of the event’s niche.

Now we’ve covered the events, we’ll leave you with some of our top tips for getting yourself seen:

– Get a flag! Inherently suited to being outdoors, a flag is a great way to showcase your brand. A weighted base will ensure that even Scotland’s notoriously unpredictable weather won’t dampen your display.

– An outdoor display counter with a weighted base will stay sturdy in the face of wind and rain, and will provide a good focal point for your display.

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