Sky Cycling, the broadcaster Sky's portfolio of bicycle-based activities which includes professional racing outfit Team Sky, the Sky Ride and the Sky partnership with British Cycling, has hired One Green Bean as its retained PR and social agency, following a "four-way pitch," according to Anna Reynolds of PR WEEK. One Green Bean will help Sky "communicate its ongoing commitment to cycling and celebrate the role it has played in transforming cycling" in the U.K. The agency will "also launch a new cycling brand campaign to get more people on their bikes." This is the first time Sky has appointed a retained PR and social agency for all of its cycling work. One Green Bean’s remit includes "showcasing Sky’s relationship" with three-time Tour de France winner Team Sky, as well as promoting Sky’s partnership with British Cycling, the Great Britain cycling team and former Tour winner Bradley Wiggins. The agency will also launch and provide PR support for Sky Ride. The integrated PR campaign will run across Sky Cycling’s digital and social channels (PR WEEK, 2/17).
