The cycle event reflects the increasing importance of sustainability for individual organisations within the technology and media industry and IBC’s sustainability objectives.
The first London to Amsterdam group cycle ride to IBC will take place this year, organised by Tata Communications with Net Insight as joint sponsors, highlighting the industry’s commitment to sustainability.
Two route options are available to participants with the longer route covering a total of 252km over two days. The ride starts on 7 September at Tower Bridge, London and finishes with a welcome committee around 2pm on 8 September at the RAI. The ride includes an overnight ferry from Harwich to the Hook of Holland and then consists of 98% cycle path to the RAI.
The cycle event reflects the increasing importance of sustainability for individual organisations within the technology and media industry and IBC’s sustainability objectives. Martyn McKenna, Head of Delivery for Media Services at Digital Ecosystem Enabler Tata Communications, decided to push the idea internally to ride to IBC2022. With its comprehensive suite of media solutions and services, Tata Communications enables some of the world’s foremost sports and entertainment federations.
“I wanted to make an effort to get to the show in a more carbon efficient way and to tie it in with networking, which is an important part of IBC,” said Martyn.
He had previously cycled the route and wanted to open the challenge to colleagues and other exhibitors at the show, to reduce the carbon footprint of travelling to IBC2022.
Taking on this physical challenge, along with the overnight ferry and with several group meals along the way creates additional opportunities to network with customers, suppliers and partners before IBC2022 begins.
“During the training in the lead up to the ride, we really engaged with people. It’s been great connecting with everyone during the process in the warmup training events.”
All event logistics and rider support are provided by sustainable sporting events organisation Earth Sports who design the route, ensuring its suitability for all abilities, whilst having a minimal carbon footprint and environmental impact. The collaboration has also set up Strava groups so people can download the routes and track their progress too.
Martyn added that the aim for the cycle ride is for it to grow for future IBCs and engage even more riders in 2023, leaving from different cities across Europe. “Small changes can make a big difference – if this event grows, if people adopt it, then we will have a better impact at a bigger volume in future.”
If you are interested in getting involved in Ride to IBC2022 or be a part of the 2023 event, contact Martyn McKenna: Martyn.Mckenna@tatacommunications.com