PaceUp Media is pleased to announce that it shall be supporting junior cycling team Tofauti Everyone Active for the 2021 season. Providing comprehensive guidance on social media strategy and successful sponsorship activation, helping Tofauti to further increase their digital presence as they continue to develop a generation of talented riders.
They empower junior riders, aged 16-18, to take control of their cycling development, through unrivalled support and teamwork. Helping young riders develop resilience, determination and racing success, showcasing their talent nationally and internationally, as well as helping to add to the stories of the brands they work with.
Commenting on the announcement, PaceUp Media Social Media Manager, Robert Jones said: “Working with Tofauti Everyone Active will allow us to support the team in delivering exceptional returns for its sponsors, while also equipping the next generation of riders with a head start digital education. This shall provide them with the skills to utilise social media in way which maximises their individual value to both the team and sponsors; an aspect of professional sport which is of growing importance.”
For the 2021 season, the team comprises 8 junior women and 7 junior men, among them 6 current or former national champions in a wide range of cycling disciplines. The team gives many of its riders their first opportunity to race in Europe, where they have an excellent race calendar, including a large number of UCI races – the highest level in the sport at junior level.
Naturally, the female and male riders get equal support through the year, with that backing aiming to retain every rider’s love of the sport – to keep the same enthusiasm and excitement that cycling brought them when they first rode a bike and started to enjoy racing. While primarily a road racing team, riders are encouraged to tackle events outside the traditional road calendar, such as self-guided endurance events and relay events alongside sponsors.
The team takes its name from its charity partner, the Tofauti Foundation, and uses its profile to increase exposure for the Foundation. Established by Crista Cullen MBE, a member of the gold medal-winning GB Hockey team from the Rio Olympics, the Foundation undertakes amazing conservation and community work in Africa. They work with local people to help them sustain a way of life that leverages their relationship with the natural world they live in, to the benefit of both.
PaceUp Media is excited to be part of the team and foundation’s exciting work during 2021, eager to contribute in the development of the next generation of top cyclists.