LLOYDS x BRITISH CYCLING

THE CHALLENGE

Lloyds needed a partnership strategy for its long-term British Cycling deal, bringing the brand platform “Move Everyone Forward” to life through partnership rights, content and activation.

THE STRATEGIC MOVE

Translate “Move Everyone Forward”, which communicates the bank’s role in helping everyone move forward with their finances, into a cycling partnership strategy built around everyone’s next step forward, from elite performance to everyday participation.

THE WORK

I developed a partnership strategy showing how Lloyds could activate across its full rights allocation, priority events and key moments, from the Tour of Britain to regional races and grassroots initiatives.

The strategic thread was simple: just like in life, everyone has a next step forward in cycling. This gave the partnership a flexible platform for content, event activation and impact programmes, from storytelling designed to build confidence on two wheels to initiatives that could help diversify access to the sport.

The work also included a roadmap for how the partnership could evolve year by year, helping Lloyds demonstrate its wider commitment to “Helping Britain Prosper”.

THE OUTPUT

Partnership strategy taken from brief to CMO sign-off, providing the foundation for activation, content and impact programme development.

THE ROLE I PLAYED

While freelancing at Fuse I Led development of the partnership strategy and supported Fuse’s creative director in shaping content and activation ideas.