Velothon Wales



Lagardère Unlimited is a leading European sports agency that is present in more than 20 countries and delivers a large number of endurance events around the world.

Lagardère Unlimited first approached Engagesport back in 2014 to gain knowledge and guidance on the UK market for Velothon Wales. The event is a single-day road bicycle race held annually in South Wales and combines a closed road sportive alongside a UCI sanctioned professional race.


The two organisations worked closely to develop a commercial strategy for this new mass participation event in Wales. On behalf of Lagardère Unlimited, Engagesport brokered a number of partnerships, that included Santander, Arriva Trains Wales, Sytner BMW and Pedal Cover.