When event organizers asked how USA Cycling could help drive racer and spectator turnout, we took on the challenge. As a nonprofit, how could we equitably promote over 1,000 cycling events across the nation? Our answer: a streamlined Paid Social program to raise awareness and visibility for local races.
In 2023, USA Cycling introduced a new initiative that provided custom-built, geo-targeted paid social campaigns on Instagram and Facebook for USA Cycling-permitted events at no cost to organizers. These one-month campaigns were designed to boost event visibility, connect with local riders, and fill start lines. When grassroot events thrive, the whole cycling community benefits.
In 2024 alone, USA Cycling ran 197 ad campaigns for local event promoters, and the results far exceeded our expectations.
- Impressions: 3,700,778 – boosting event awareness in targeted regions.
- Reach: 961,417 – extending each event’s message to targeted audiences.
- Clicks: 163,362 – encouraging interested participants to learn more and register.
- Click-Through Rate (CTR): 4.41% – demonstrating strong engagement.
- Registrations: 1,782 – supporting grassroots participation.
- Total Registration Revenue: $153,703 – adding tangible financial value to local events.
USA Cycling is dedicated to growing the sport by investing in grassroots events, supporting local organizers, raising awareness, and expanding riding and racing opportunities nationwide.
