January 27, 2021 - The new Cycling Marketing Board (CMB) funded by 20+ companies and formed by Fusion Media, a marketing communications agency specializing in cycling, aims to engage new audiences “…and do for bicycle sales what the Milk Marketing Board once did for milk” reports Carlton Reid in Forbes.
The new initiative comes after research showed the potential as many new cyclists – 59% male and 41% female – were introduced to cycling through the COVID-19 pandemic. Along with enticing new consumers to cycling the goal is to “diversify cycling’s image with governments and in the media.”
Founding backers include cycling companies such as Specialized UK, Trek, Wahoo, Brompton and Zwift along with support from advocacy partners like Cycling UK, Sustrans and British Cycling.
The Milk Marketing Board, founded in the 1930s to control the U.K.’s milk production and distribution, created advertising campaigns and also sponsored the Milk Race Tour of Britain professional cycle race from 1958 to 1993.
Read the full article here and Fusion Marketing release here.
