The idea behind the ultimate sports team

Client: Team Sky
Campaign: The Line


BSkyB and the British Cycling Federation had an audacious goal – to create a Pro Cycling Team that would herald the first ever British winner of the Tour de France by 2013.


Sky needed to create a brand that would inspire the world’s best riders, partners and fans to get behind it – but without the benefit of the team yet having had a competitive race.


Dave Brailsford – the man behind Team GB’s historic success on the track at the Beijing Olympics and the visionary behind Team Sky – is driven by a single minded belief that success in sport comes as a result of ‘The aggregation of marginal gains’. We identified that this belief could be the catalyst to inspire fans and business partners as well as the team itself.


We developed this insight into an idea – ‘The Line’ – which was at the same time a team philosophy, a brand philosophy and a graphic asset that we’d weave through every element of the team – its behaviour, its identity and its communications.


‘The Line’ has been brought to life across every conceivable brand touch-point; the kit, the bike, the vehicles, the website, the advertising and team merchandise. The term ‘The Line’ is referred to explictly in editorial by journalists across the world. After only 2 years racing Team Sky was the most recognised of all the teams on the Tour.


64% of UK consumers now believe that Sky is advancing the sport of cycling in the UK.

33% of people in the UK say that Team Sky has made them want to cycle more.

36% say they think better of the Sky brand as a result of its active involvement in cycling.

Team Sky won the Sports Industry Award for Best Team Sponsorship in 2011.

Bradley Wiggins became the first ever British winner of the Tour de France in 2012 (a year ahead of schedule). Chris Froome came second.

In 2013 Chris Froome won the Tour de France.

In 2015 Chris Froome won the Tour de France for a second time.

The current Team Sky fanbase numbers 3.4m and counting