The Ulster Grand Prix is one of Northern Ireland’s premier international events. The race is held in August each year and sees riders and spectators from all over the world making their way to the Dundrod circuit which is located outside the city of Lisburn.
The event has undergone a major overhaul in the last five years and is known as the ‘Worlds Fastest Road Race’.
So what has happened over the last 5 years? Well for starters the organisers have developed a very clear strategic plan for the event. Implementation of the strategic plan has included a re-branding project, engagement programme with the fans, a new commercial and PR plan as well as focusing on all aspects of administration and safety for the spectators and riders.
In addition to the implementation of the various plans, the race has developed into a road racing festival with a full range of fans activities during Bike Week.
It has been exciting to see the growth and development of the event which generates an estimated £3 million per year from tourism and business related activities during Bike Week.
Not only is the race known across the world, but their story has been told many times at international sporting and business conferences giving the organisers a fantastic platform to promote their achievement and exchange learnings with other sporting organisations.
It has been a long road but the Ulster Grand Prix is back where is belongs – as one of the world’s leading road racing event.
Geoff runs his own Sports Consultancy, working with clients such as FIFA across the world. He is also on the board of Tourism NI and the Chartered Institute of Marketing in Ireland. You can follow Geoff on twitter @geoffwnjwilson or Linkedin at http://www.linkedin.com/in/geoffwnjwilson