Lavreysen becomes title partner of the 2025 UCI Junior Track World Championships

In August 2025, Omnisport Apeldoorn hosted the UCI Junior Track World Championships. With riders from dozens of countries and some of the world’s greatest young talents on the track, the championship became an important benchmark event for the next generation of cyclists on the road towards the Olympic Games. At the same time, the event was positioned as a platform to showcase the wider impact of the sport, with a strong focus on development, inspiration and social impact.

As host nation, the Netherlands built on the legacy of previous international championships in Apeldoorn, further strengthening the city’s position within international track cycling.

A world first: an active athlete as title partner

What made this edition unique was the role of Harrie Lavreysen, who became the first active elite athlete to serve as title partner of a world championship within his own sport. This created a direct connection between elite performance, talent development and the stories behind the sport.

Combined with a media partnership involving DPG Media, including titles such as AD, this positioning was reinforced through content formats centred around the dreams and ambitions of young riders.

From strategy and organisation to activation and knowledge sharing

The strategy behind the championship was built around the concept “Race Your Dreams!”, which served as the guiding principle throughout the entire event. From this concept, LPC led an integrated approach in which sport, media and social impact came together.

As organiser, LPC was responsible for the full delivery of the championship in close collaboration with governments, sports federations and local partners. Sponsor strategy, media partnerships, event operations and activations were all developed and executed as one connected story. From branded content and activations to programming inside and around Omnisport, every element contributed to a consistent event experience.

An important part of the programme consisted of knowledge-sharing and networking sessions where sport and entrepreneurship intersected. Sessions for start-ups and entrepreneurs focused on themes such as ambition, perseverance and growth, featuring contributions from Harrie Lavreysen and inspiring business leaders. Seminars with speakers including XXL Nutrition founder René van der Zel further strengthened the programme and connected the sport to the business community.

Alongside this, social impact initiatives such as school programmes, cycling clinics and local community projects ensured the event also created impact beyond the velodrome.

International visibility and impact

With an international field of riders, strong media partnerships and a broad programme, the UCI Junior Track World Championships became more than just a sporting event. The combination of sport and media translated into tangible results, including a livestream reaching more than 80,000 viewers across over 50 countries, supported by extensive social media reach and collaborations with teams.

In doing so, the championship not only showcased the next generation of cyclists, but also gave the stories behind their dreams an international stage.