Sport / Experiential

OVO Energy Night Rides


How could OVO Energy, the Title Sponsor of the Women’s Tour and Tour of Britain, inspire more people to take up cycling and adopt habits to help reduce the countries collective carbon footprint? With barriers to cycling participation standing in the way, OVO Energy first had to address these…


OVO Energy kick started its summer of cycling activity with a series of national Night Ride events to tackle the issue of concerns over road safety. With disparity between male and female participation numbers, ahead of the Women’s Tour, OVO Energy wanted to encourage more women to consider cycling. In turn, women could be the difference in helping shape a zero carbon future!

To launch the initiative, double Olympic Gold medalist Joanna Rowsell Shand MBE led a peloton of illuminated cyclists through London


594K+ Total reach across social at the launch event

100+ Participants across organized Night Rides in London, Manchester, Bristol and Glasgow

25M+ Reach across traditional media including BBC Sport, Daily Telegraph and trade press

205K Audience tuned into 3-minute VT of the OVO Energy Ride Summit and Night Ride during ITV4 coverage of the OVO Energy Women’s Tour