Rule 5 Scores with Salford Red Devils

The agency Rule 5 has been appointed to work with Super League club Salford Red Devils. The club was recently acquired by a consortium of supporters through a new holding company Salford RD Holdings.

Rule 5 will work with the club to build its regional and national profile and strengthen its links with Salford and the region.

Salford Red Devils Director Andrew Rosler said: “It’s really important for us to work with the local business community so it was exciting to discover an agency based in Salford, recognised for award-winning work nationally and internationally in the sports sector. We’re looking forward to working with Rule 5 to raise the profile of rugby league and cement Salford Red Devils’ position as a real hub of the community. The agency is experienced in the promotion of grass-roots initiatives through to global events and it is this expertise that makes Rule 5 the perfect fit for us.”

Rule 5 Founding Partner Rob Brown added: “Rugby League is exhilarating and uniquely northern.  Salford Red Devils is a big club playing at the highest level in the sport. We’re looking forward to enhancing the club’s profile supporting growth and opportunity.”

The announcement is the second major client win for the agency this year after being appointed as the retained communications agency for Sea Life Manchester and Legoland Discovery Centre Manchester.

Sports Giants Team Up For Charity

Giants Blog Image 2

Rule 5 is delighted to have played a key role in bringing together two sporting heavyweights in a campaign to raise funds for national head injury charity Headway.

The campaign saw leading cycle wear brand Fat Lad At The Back (FLAB) and Super League rugby league side Huddersfield Giants join forces to raise awareness of the worthwhile cause in memory of Giants youth player, Ronan Costello, who sadly passed away last year further to sustaining a terminal brain injury during a match.

In a touching tribute to the young player, seven Giants members of staff, including ex-England player and club ambassador Eorl Crabtree, took upon a sporting challenge of a different kind and embarked on a 120 mile fundraising ride to Newcastle, ahead of major rugby league event Magic Weekend.

They were supported on the journey by FLAB co-founder Richard Bye, who ensured Ronan’s story reached all that passed, with an exclusive charity branded cycle jersey and short worn by all.

Rule 5 was thrilled to support the campaign at every stage, from the brokering of the partnership through to the delivery of an impactful national and regional media campaign. Extensive coverage was enjoyed and included Sky Sports News, BBC One, ITV1, multiple regional radio appearances, and national and regional sports and news titles.

You can support the fundraising campaign, and donate in memory of Ronan Costello to the charity Headway, by visiting or texting 70070 with code RLFC50 followed by £**, entering value you wish to donate.

Brother UK Appoints Rule 5

JLT BrotherRule 5 has been appointed by Brother UK to promote its sponsorship of the Pearl Izumi Tour Series, Aviva Women’s Tour and Tour of Britain.

The announcement follows a competitive pitch. The agency will build and manage Brother UK cycling related social media platforms to activate their partnership and engage their target audience. Work is already underway with a Twitter and Instagram presence.  Agency staff have already been to the first stages of the Tour Series in the Isle of Man, Scarborough, Motherwell and Edinburgh, reporting on activity in real-time. Over the next six months the team will shadow the world’s best riders across the UK in the Tour of Britain and the Aviva Women’s Tour.

Brother UK Campaign Manager Fay Shannon said: “Brother UK has a strong history in cycling, providing neutral service vehicles at events and, last year, sponsorship of the Aviva Woman’s Tour.

“We want to fully immerse ourselves in the sport.   Rule 5 are already proving that they’re the best agency to help us achieve this, combining their knowledge of cycling and social media to extend the reach of the partnership and ensure Brother UK are much more than just a logo on a board. As official results, printing and imaging partner we want to help fans get closer to the action.  Working with Rule 5 and embracing the latest in social media technology we’re able to do just that.”

Brother UK is the official results, printing and imaging partner of the Pearl Izumi Tour Series, Aviva Women’s Tour and Tour of Britain.  The company also has naming rights for the Series’ Corporate Grand Prix event, which lets corporate partners race on the professional circuits.

Track World Champs £200k Legacy Programme


The organisers of the forthcoming 2016 UCI Track Cycling World Championships (2-6 March) have announced a £200,000 legacy programme to bring cycling to local schools and hard-to-reach communities and get East London pedaling towards improved fitness.

The inclusive programme, which is funded by Sport England through the Major Events Engagement Fund and provided by Lee Valley Regional Park Authority in conjunction with British Cycling, London Sport and London Legacy Development Corporation (LLDC), was unveiled at a press event at Lee Valley VeloPark, hosted by Rule 5.

The legacy programme rides on the back of the world championships and aims to maximise the opportunity that this major sporting event provides for increasing activity in cycling. The sport will be made more accessible to disability groups, young people, older residents and community groups in the Boroughs of Hackney, Newham, Tower Hamlets and Waltham Forest.  Key components include:

  • A targeted approach to increasing the number of young people in the sport with the Cycling Ambassador Programme.
  • Development of the next generation of track stars with the appointment of a qualified British Cycling Go-Ride coach.
  • Partnerships with local health providers and a wide range of activities aimed at improving general fitness via Cycling for Health.
  • Investment in adapted cycles and sessions at Lee Valley VeloPark for people with disabilities.
  • Tickets for the 2016 UCI Track Cycling World Championships provided for participants in the legacy programmes.

Jonny Clay, Cycle Sport and Membership Director at British Cycling said, “We are sure that the legacy programme will be a tremendous success and a valuable source of advice and knowledge for the growing numbers of people who want to take part in the sport.

“Ensuring a participation legacy is a key part of British Cycling’s major events strategy. That is to say, we judge the value of events on their capacity to inspire people to get more active by getting on their bikes more often.”

Tickets for remaining sessions of the 2016 UCI Track Cycling World Championships are available via Ticketmaster. Hospitality packages with dining in the centre of the track are also available.   For further event information visit

Pictured: CEO of Lee Valley Regional Park Authority, Shaun Dawson, and Legacy Programme ambassador, Sidney Schuman

Picture credit: Eleanor Bentall

Rule 5 and the Virgin Money Cyclone

Beaumont Trophy

This weekend saw the return of one of the UK’s most respected cycling events, the Virgin Money Cyclone Festival of Cycling.

Staged in beautiful Northumberland, the Cyclone caters for cyclists of all abilities, with leisure rides, Challenge rides and elite racing all packed into three days.  It is the second year that Rule 5 has been involved, driving and delivering the pre-event and live weekend communications campaign on behalf of Virgin Money.

Event activity opened on the evening of Friday 19th June with over 300 friends, families and solo riders soaking up the festival atmosphere and embracing the Tyne Six Bridges leisure rides.

On Saturday it was the turn of the more experienced rider, with over 2,300 cycling enthusiasts getting into the saddle to test their stamina in the Virgin Money Cyclone Challenge rides.  Weather conditions were variable but nothing could dampen the spirits of the riders as they embraced the 34, 64 and 106 mile routes, many in aid of charity.

Sunday’s elite races, the Curlew Cup and UCI Beaumont Trophy, saw some of the world’s best riders descend on the picturesque Northumberland village of Stamfordham.

Taking the trophy in the National Women’s Road Race, the Curlew Cup, was team IKON-Mazda cyclist, Laura Massey, with Christopher Latham of the Great Britain National Team powering to victory in the UCI Beaumont Trophy.

Spectators gathered in Stamfordham were treated to glimpses of one of the strongest fields of riders to date including: Olympic gold medallist and Team WIGGINS cyclist, Andy Tennant; 2014 Elite Road Race Series winner and One Pro Cycling rider, Yanto Barker; and British Road Race Champion, JLT Condor cyclist, and defending champion, Kristian House.

We were thrilled to be at the heart of all of the action, managing the media, realising the potential of every opportunity and activating the event’s social channels.

For further information visit:

Five Nominations For Rule 5 In The Northern Digital Awards

Picture4Rule 5 has been shortlisted five times in the Northern Digital Awards.

The awards recognise the very best in digital marketing campaigns and talent in the North and will be staged at the Royal Armouries in Leeds in January 2015.

Rule 5 has received nominations in each of the five categories entered, including the Best Digital Marketing Campaign – Entertainment/Sports, Best Use of Social Media, Best Use of Video and Small Digital Agency of the Year.

Recognised campaigns include the agency’s work for the UCI Track Cycling World Cup, for which Rule 5 receives three nominations, and the launch of Royal Albert’s Miranda Kerr range.

Both campaigns are nominated for Best Use of Social Media, a category the agency won at this year’s Big Chip Awards.

‘Derby’ Win in Northern Marketing Awards

Northern Marketing AwardsThe agency took the award for Sport Campaign of the Year at the 2014 Northern Marketing Awards last night (October 16th).  The competition was about as tough as it gets with both Manchester City and Manchester United on the final short-list. It’s not often a PR agency gets to win in a Manchester derby. Salford Reds Rugby League team was also on the short-list.

Rule 5 was given the award for work on the 2013 inaugural World Taekwondo Grand Prix.  Commenting on the victory the judges said that the “campaign was a real challenge and a hard win for the organisation as the sport is not popular or well-known within the UK,”  however Rule 5 had “attacked every possible opportunity to achieve their great results and coverage.”

“We’ve been nominated several times for awards in a sporting category” said Founding Director Julie Wilson. “It has been amazing to nail our first victory against some of the biggest sporting names in the world.”  To complete the sporting theme the awards ceremony took place at The Point at Lancashire Cricket Club.

Rule 5 To Represent UCI Track Cycling World Cup

trackworldcupThe agency has won a competitive pitch to promote this year’s UCI Track Cycling World Cup.

The world-class event, which takes place at Lee Valley VeloPark (the host venue of the London 2012 Olympic and Paralympic Games) this December 5 – 7, will see Olympic & World Champion riders from across the globe descend on London to compete for international ranking points that will determine their qualification for the 2015 World Championships and 2016 Olympic Games.

The agency is appointed to manage all event media relations, PR and social media, with a focus on driving tickets sales and audience engagement.  The team is also responsible for further raising the profile of Lee Valley VeloPark.

Speaking on the appointment Phil Heselwood, British Cycling Major Events and Projects Manager, said: “This was a highly competitive pitch.  Rule 5’s knowledge of cycling and expertise in sports event marketing combined with their creative approach and ability to demonstrate a strong return on investment set them apart from the rest.  We’re looking forward to working with the team to deliver this year’s UCI Track Cycling World Cup.”

Work is already underway, run out of the agency’s Shoreditch and MediaCityUK based offices.

Agency Promotes Official Grand Départ Book


The agency has been hired to promote Two Days in Yorkshire, the official commemorative book of the Yorkshire Grand Départ.

The book is published by Pan y Agua Velo Europe Ltd (PAVE). It is a hardcover, 144-page coffee-table edition with over 200 images.  It has already smashed all sales forecasts on pre-sales alone with a copy being sold every 36 seconds as Vincenzo Nibali crossed the line in Paris to confirm his victory as winner of The 2014 Tour de France.

Welcome to Yorkshire, who delivered the 2014 Tour De France Grand Départ, teamed up with official photographer Simon Wilkinson, who runs Yorkshire-based picture agency, to produce this memento of the grandest of Grand Départs.  Simon Wilkinson said: “I’ve known the team at Rule 5 since they set up the agency in November 2012 – we worked together at the Track Cycling World Cup in Glasgow and several times since and I didn’t hesitate in bringing them on board as part of the team when we were planning the book.”

Written by cycling author Peter Cossins and Welcome to Yorkshire’s Andrew Denton, ‘Two Days In Yorkshire’ features stunning images taken by the world’s best cycling and sports photographers.  2DIY_Cover_02 The book reveals the inside story of how, against seemingly impossible odds, Yorkshire won the 2014 Grand Départ, as well as capturing the unforgettable sights and stories of two historic days.

The book costs £35 and is available for pre-order at Copies will be on sale at good bookshops, cycling shops and on Amazon later this month.

Virgin Money Cyclone – 4,000 Saddle Up



Last week over 4,000 people descended upon the North East for the annual Virgin Money Cyclone Festival of Cycling.

Amongst the throng of cycling enthusiasts were Rule 5’s Jules and Carolanne, who were on the ground delivering live updates from the cycling events and directing all media communication.

The four day festival offers rides for amateurs and enthusiasts at all levels – from sportive challenges and family routes to a weekend of professional racing culminating in the women’s Curlew Cup and men’s UCI European Tour Road Race, the Beaumont Trophy.

Taking the trophy in the women’s national road race was Pearl Izumi Sports International Tours cyclist and reigning World & European Team Pursuit Champion, Katie Archibald.

It was a heated finish in the newly accredited UCI Beaumont Trophy, which is only one of four UCI road races in the UK, with Kristian House of Rapha Condor JLT powering to victory.

An abundance of media were in attendance throughout the weekend including BBC North East, The Newcastle Chronicle, Living North, Road Cycling UK and Velo UK.  Going the extra mile was Dan Black from Metro Radio station, who embraced the 63 mile sportive reporting live from the saddle. The event was featured on BBC Look North throughout the four day event.

Rule 5 Makes National PR Awards Shortlist


We are thrilled to have made the short list of the prestigious Chartered Institute of Public Relations (CIPR) Excellence Awards.

These awards are national and Rule 5 has been short listed three times in the Outstanding Small Consultancy category and twice in the Best Sporting Campaign category. This comes less than 18 months after the company launched. The Outstanding Small Consultancy award recognises the achievements, performance and excellent work of a small agency over a period of up to three years.  Rule 5 is one of only six agencies to make the list.

The competition is no less illustrious in the Best Sporting Campaign, for which the agency is recognised twice for its work for the UCI Track World Cup and World Taekwondo Grand Prix.  Other shortlisted campaigns come from the Football Association and the RBU 6 Nations.

The CIPR’s national awards are hotly contested with 700 entries from the UK and internationally.  The short list was announced on Friday 4 April.

Virgin Money Cyclone Drafts in Rule 5


The agency will promote the four day national cycling festival, staged in the North East.  The Virgin Money event, which has attracted some of the world’s greatest riders including Mark Cavendish, Bradley Wiggins, Hannah Barnes and Sarah Storey, is part of Virgin Money’s sponsorship of national sport and community events that include The Virgin Money London Marathon and Walking With The Wounded, Virgin Money South Pole Allied Challenge.

Virgin Money Head of Sponsorship Marketing, Andrew Nicholson, said:  “We’re looking forward to working with Rule 5.  The team’s extensive experience in sports event communication combined with its expertise in managing national brand sponsorship campaigns makes Rule 5 the perfect partner.”

Virgin Money Cyclone Founder and Organiser, Peter Harrison, added: “Virgin Money Cyclone is a multi- faceted event designed to cater for the needs of competitive and non-competitive cyclists.  As we enter our eighth year and celebrate the Beaumont Trophy being recognised as an official UCI event, our focus is on further raising awareness of the Virgin Money Cyclone on a national and international scale, and increasing rider participation across all levels.  We are confident that Rule 5 will help us achieve this.”

Commenting on the win Rule 5 Founding Director, Julie Wilson, added: “This is a significant win for the agency.  The Virgin Money Cyclone is a recognised event within the international cycling calendar and we’re delighted to play a part in further realising its potential; attracting new riders and spectators.

“With the UK playing host to the Grand Dėpart and dates for next year’s British Cycling Elite Road Series confirmed, 2014 promises to be an exciting year for cycling.”

Virgin Money Cyclone takes place from Thursday June 19 to Sunday June 22, 2014.  Entries are open now.  For more information or to register visit

Another International Sports Win for Rule 5

UCI Track Cycling World Cup Glasgow 2012

The agency has secured a double-event brief from British Cycling.  Taking place just over a month apart, Rule 5 will handle the PR and social media the UCI Track Cycling World Cup Manchester and British Cycling National Track Championships, which will be held at Manchester’s National Cycling Centre, this September and November.

British Cycling Cycle Sport Marketing Manager, Paul Rowlands, said of the agency; “This was a competitive tender but Rule 5’s creative, hands-on approach stood out and has delivered impressive results for British Cycling in the past. We’re happy to welcome the team on-board again ahead of the autumn/winter’s action-packed track cycling calendar.”  Launched in November 2012, Rule 5 also handled the PR and social media for the recent UCI BMX Supercross World Cup, which took place in April. The new track cycling brief follows another recent successful international sporting account win for the agency; the Taekwondo Grand Prix.

Rule 5’s Julie Wilson, added; “We’re delighted to be working with British Cycling again ahead of the Track World Cup and National Track Championships. Working on last year’s World Cup in Glasgow certainly whet Rule 5’s appetite for live cycling events and we’re excited to be helping to bring another one to our home city in 2013.”

Agency Wins Battle for GB Taekwondo Brief

Jade Jones Taewondo

Rule 5 has beaten off competition to land a PR and marketing brief from GB Taekwondo to promote the sport’s upcoming Grand Prix.

The Grand Prix format is a global first for the World Taekwondo Federation and will take place at Manchester Central this December (13th – 15th).  As part of the UK Sport Gold Event series, the action packed, inaugural Taekwondo GP has the backing of Manchester City Council and UK Sport.  Rule 5 will build on interest in the sport generated at the 2012 Olympics with home-grown talent, including Gold Medallist Jade Jones.  The world’s best Taekwondo athletes will also be competing at the iconic venue.

Steve Flynn, Operations Director at GB Taekwondo said of the account win; “Rule 5 presented a creative proposal that demonstrated strong knowledge and experience in sports event marketing and communications. We were impressed with the team’s enthusiasm and expertise and look forward to delivering this event with them this December.”

Rule 5 Managing Partner Rob Brown said of the project; “We’re delighted to be working with GB Taekwondo, Manchester City Council and UK Sport and are very much looking forward to working with a sporting discipline for us as an agency.”