Brian Cookson OBE – Campaign to become UCI President

The Challenge

To help secure the election of Brian Cookson as the new President of the International Cycling Union (UCI), VERO was lead adviser on the design and implementation of the global media, communications and campaign strategy, as well as overall narrative and messaging.

The Outcome

On 27 September 2013, Brian Cookson was elected President of the UCI by delegates at its Congress in Florence by 24 votes to 18, to defeat the incumbent President, Mr Pat McQuaid.

VERO’s Role