Ambassador Programme

Want to become an ambassador for the biggest cycling event, ever? Find out how you can apply today.

Shanaze Reade working with a group of young people at the Sir Chris Hoy Velodrome


We know what we mean when we talk about the Power of the Bike. But most people don’t. 

Can you help us change that? It’s work that will change the world.

We’re looking for influencers, opinion leaders and content creators to help us reach new and difficult to reach audiences and promote the power of the bike to everyone.

We have 3 key campaign themes: People, Place and Planet. So we’re looking for individuals who represent these areas.


We want everyone to experience the freedom that riding a bike brings to our lives.

For Women & Girls

Despite women representing more than half of the global population, men are twice as likely to cycle. Only 12% of women cycle once a week and 1 in 3 want to cycle more.

We will celebrate & support projects that help women overcome barriers to cycling regularly. We will prioritise Teenage Girls and Mums as key life-stages.

For Everyone

Disability, race, disadvantage and gender identity shouldn’t be a barrier to exercise and riding bikes.  But they are.  For example, disabled people remain twice as likely as non-disabled people to be inactive.

We will champion projects, causes and campaigns that promote inclusion and diversity. 


Scotland is a brilliant country for bikes. And it’s got so much potential to be even better. We want to help the people of this fantastic nation realise that potential.

Safe places to ride

Driving legacy investments and locations to inspire Scots to explore their own country.

Great places to live and ride

Encouraging towns and cities to focus on creating liveable streets, 20 minute neighbourhoods, and world class cycling infrastructure.

Scotland as a cycling destination

We want to transform Scotland into a bucket list destination for cycling. Through initiatives such as bike friendly hotels, we’ll promote responsible tourism and get people to explore by bike.


The world is facing a climate crisis and the bike can play a crucial role as a vehicle for change.  The 2023 UCI Cycling World Championships will encourage everyone - individuals, organisations, governments - to make positive commitments for clean air powered by pedals.

Power of the Bike

Nearly 40% of car journeys are less than 2 miles which is the equivalent of a ten minute ride on the vehicle with the lowest carbon footprint: the bike.

We will help to celebrate & support projects that positively encourage people to choose bikes a bit more and cars a bit less.

The Event

We will use the 2023 UCI Cycling World Championships to unite the cycling world and accelerate behaviour change towards a cleaner and more inclusive future.

We will set a new standard as climate champion, delivering actions and innovations that advance the global adoption of clean energy for major events.

Pedal Power

On Scotland’s journey towards ‘net zero’, we will explore all feasible ways to reduce our carbon consumption.

Where carbon consumption is unavoidable we will encourage fans, partners and supporters to make positive active travel choices and play a role in offsetting the carbon footprint of the 2023 UCI Cycling World Championships.

Apply Today

To apply please email

When applying please provide the following;

  • Campaign theme you are most aligned to. You must provide a bio that proves your credentials, e.g. previous work (brief, output, results), affiliations, etc
  • An overview of your audience including key demographics such as age range, territory, sport etc
  • Social reach of all audience across key platforms like Instagram, Facebook, Twitter, Tik Tok etc
  • Overview of previous relevant work outlining the brief, output and results where possible

Please note that we are not bound to select any application, and we reserve the right to cancel any ad-hoc and/or specific ambassador/content creator programmes at any time. We also reserve the right to amend the selection criteria or add additional selection criteria applicable to its general or specific programme as necessary.

Terms & Conditions

If you are successful in your application to work with us as an ambassador, you will be asked to review and sign our Ambassador Contract.

You should carefully review the contract and ensure that you understand and accept the terms and conditions before signing it.

You also acknowledge that any personal data that is provided to us will be handled by VisitScotland in accordance with our Privacy Policy.