UCI Road World Championships

BK Arena served as the primary start point for all individual time trials, the first moment of athlete and fan interaction. Radisson Blu Kigali was the finish line and operational headquarters, hosting media, VIPs, podium ceremonies, and the Local Organizing Committee. Every race concluded in front of this landmark, making it one of the most visible backdrops of the Championships. Beyond competition, the story was about transformation, showcasing Rwanda’s ability to host a world-class sporting spectacle.

TORI’s strategy centered on place, people, and presence.

We focused on:

• The diversity of national teams and flags represented
  
  
• The prominence of women cyclists
  
  
• Fan energy, culture, and the uniquely African atmosphere
  
  
• The transformation of both venues into global sporting stages
  
  

Content included highlight reels, social-first vertical videos, feed photography, and real-time updates across platforms.

BK Arena’s warm-up zone became a viral hotspot, with athletes such as Remco Evenepoel drawing major attention online. Meanwhile, Radisson Blu Kigali was positioned as the prestige finish line, home to podium ceremonies, media operations, and high-level coordination.

The Championships elevated Rwanda’s global sports profile.

• Google searches for “BK Arena” surged by over 400% in the first four days.
  
  
• The arena’s social media following grew by 30% within one week.
  
  
• Athlete warm-up content generated millions of views under #Kigali2025.
  
  

The event reinforced Rwanda as a premium sports destination, proving its infrastructure, organization, and venues are ready for world-class competition, while contributing to a lasting cycling legacy through new regional UCI development initiatives.

UCI  Highlights : https://www.instagram.com/p/DSpkez0DCgg/?img_index=1