In September 2014, Sportcel were appointed by Birmingham City Council as their exclusive marketing partner to work alongside the Birmingham Cycle Revolution Team, developing the 10-year cycling strategy plan for the Council.

As part of Birmingham City Council’s £23 million investment in cycling, Birmingham Cycle Revolution, is a ground-breaking initiative aiming to encourage people of all backgrounds to get cycling regularly.

The aim of the project is to tackle rising obesity levels within the city, reduce congestion and pollution, and provide a sustainable and affordable travel option for Birmingham residents.