After 2009 and 2014, Team TOC was once again allowed to organize the UCI World Cyclo-cross Championships in Hoogerheide in 2023, in collaboration with Foundation GP Adrie van der Poel. Leading up to this unique World Championship, Team TOC was involved in the bid phase and subsidy process.
In the follow-up process, our responsibilities included event communications,
the entire infrastructure, TV production, ticket sales, hospitality, media matters and the transportation of visitors and participants.
We couldn't have done this without
Cyclocross Walhalla
The cyclocross World Cup saw the light of day in 1950. After 2009 and 2014, the GP Adrie van der Poel Foundation hosted the World Championships for the third time. For this they were able to receive no less than 50,000 visitors during the 3 days in February. Who could enjoy cyclo-cross at the highest level.
A large part of Hoogerheide was transformed into the ultimate race course. With the famous stairs, several bridges and tricky corners. Unique this year was the Team Relay. This event was included in the World Championships schedule for the first time. During the relay, compatriots relayed off each other to collectively finish fastest.
World Top
In Hoogerheide, Mathieu van der Poel crowned himself World Champion for the fifth time in his career. The Dutchman decided an epic battle with his Belgian rival Wout van Aert in his favor. Fem van Empel completed the Dutch cross party by running away with the women's title. In total, over 50,000 visitors enjoyed a long weekend of cyclo-cross at the highest level.
To capture this battle even better, we as an organization had created a unique feature in cyclo-cross; on a part of the track, the riders were ''chased'' with a drone. This led to spectacular images where visitors and livestream followers could also follow the athletes through the woods. In addition, the drone provided an extra dimension where the speed of the athletes became more prominent.
''With due pride, we can look back on a very successful sports event.''
Jan Prop, Chairman, Foundation GP Adrie van der Poel
Gigantic VIP Hospitality unit
A Hospitality unit was built for the cyclo-cross World Championships that provided space for about 3,000 VIP guests. On the first floor, VIP guests could enjoy various luxury buffets at their own table. On the second floor were VIP units in which guests could enjoy drinks in their own bar within their unit.
On Saturday evening, the official dinner was organized by the LOC. This included a luxurious 3-course menu, with alternating speeches and a dazzling performance. From the VIP hospitality unit, VIP guests on both floors could go outside to watch the track.
Side events
Besides organizing a (top) sporting event, we also find it important to create social impact with our event. In the case of the cyclo-cross World Championships, this was through a Kids Day followed by a rolled-out schools program.
On Friday, February 3, the Kids Day was organized under the guidance of More2Win. Elementary school students from the area were able to experience for themselves what it was like to mountain bike on the track. They also got a tour behind the scenes of the event and there was a real kids press conference with former cyclist Lars Boom.
Based on the Kids Day, the program was enrolled in the municipality of Woensdrecht to get more elementary school students to cycle and experience the joy of mountain biking.
Media attention
The cyclo-cross World Championships was in full media focus during the first weekend of February 2023. Worldwide, the various races were broadcasted. From the United States to Malaysia, Canada and Australia.
On Saturday, about 65,000 watched the Women's Elite via live stream and 838,000 viewers via the live TV broadcast. Followed on Sunday by the Men's Elite on Sunday with 187,000 viewers via the live stream and a whopping 1.2 million viewers via NPO's TV broadcast.