BMX Supercross World Cup Series Organizer Hires Cenergy As Agency Of Record

The organizer of BMX Supercross World Cup Series has hired N.Y.-based Cenergy to manage sponsorship sales and media opportunities. The sports marketing agency already is seeking a title sponsor for the 14-race BMX Supercross World Cup Series that will go to Argentina, Canada, the Netherlands, the U.K. and the U.S. in '13. The series is managed by Global SX Events and is sanctioned by cycling's int'l federation (UCI). When the IOC added BMX racing to the Olympics in '08, the sport was believed to have the potential to become the Summer Games' equivalent of snowboarding, a popular sport that has captured youth interest worldwide. But heavy rain postponed BMX races during the '08 Beijing Games, and the sport received limited media coverage in the U.K. and U.S. during the London Games. The BMX Supercross World Cup is broadcast on 69 TV channels around the world and reaches a global audience of 4.2 million, according to GSX Events. The series' first race of '13 will be held in Manchester on April 19-20.