138 Alternatives extends UCI partnership with new 2 year deal

Munich based 138 Alternatives has announced the scaling up of its production agreement with the Union Cycliste Internationale (UCI).

For the next 2 years the Munich-based content and communication agency will be responsible for producing a variety of social media content formats across all the UCI’s disciplines for the 2023 and 2024 seasons.

A trusted partner of the UCI since 2018, in 2019, 138 produced the first highlight videos from the Cyclo-Cross World Cup for the UCI’s YouTube, Facebook and Instagram channels. By consulting with the Social Team and introducing new video formats, viewing figures and interactions greatly increased and cycling community feedback was immediately positive.

In 2020 the MTB disciplines were also added to our list of responsibilities, and in 2021 the UCI entrusted 138 to produce ALL of their social content across multiple disciplines.

138’s experienced team will now take on an enlarged scope of responsibilities for 2023 and 2024, ​a logical step following the success of the previous years.

“138 Alternatives is the team to go to for impactful digital content. They understand both the specificities of our various disciplines and the expectations of our fans and followers, to create on point video edits,” says UCI’s Head of Digital Transformation Adrien De Cheveigné.

This year is a special one for cycling, with the first edition of the UCI Cycling World Championships to be held in Glasgow and across Scotland. The scale of this event is third only to the Olympic Games and the World Athletics Championships, and 138 will send a sizable team onsite to deliver a wealth of digital content covering the competitions that will see more than 200 rainbow jerseys awarded.

“We are proud to be working closely with the UCI once again,” says Philipp Reiff, 138’s Creative Director, “and are particularly excited about working on this year’s ground-breaking UCI Cycling World Championships.”

“Cycling is part of our company DNA, and our team of creatives is very much looking forward to another incredible season of cycling.”

138 Alternative specializes in serving endemic and general interest media channels in cycling, winter sports and traveling by providing B2C and B2B print and online outlets with content that is worth spreading.

Be it translating your marketing strategy into a customized communication plan or guiding and assisting your distribution partners in all manner of PR topics, we either use your media assets or create them for you to ensure your message is communicated as effectively as possible, assisting brands and companies with content conception and production, with a focus on social media channels.