Build-up begins in earnest for World Cup’s Yorkshire debut

Heavyweight marketing campaign gets behind World Cup

Plans for the Shimano-presented 2010 UCI Mountain Bike Cross-Country World Cup are well underway, the organisers have told BikeBiz.

The UCI World Cup, which takes place Saturday April 24th to 25th, will benefit from an advertising print campaign in UK mountain bike press – which has already begun and a £50k PR campaign through regional press and radio. The 3,000-strong membership of British Cycling will also be marketed to via online.

Expo organiser Farrelly Atkinson (F-At) said: “Interest has been overwhelming, with the registration for exhibiting open for just 10 days. Over 30 companies have already committed their attendance.

“It’s not often we have a World Cup in the UK, and it looks like Dalby Forest, already renowned as a mecca for quality off road cycling, is going to be packed full of teams and spectators. All of the big XC MTB teams will be racing to ensure they get their first points on their World Cup board.”

For information on exhibition space contact Elaine Curtin at

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