Context
Groupe Tonic has been creating memorable experiences and producing major sporting and cultural events for more than 40 years. In 2022, the organization secured the rights to host the 2026 UCI Road World Championships in Montréal.
Building on a strong business relationship spanning more than a decade with G Tonic, Celsius was entrusted with a series of highly specialized assignments. Much like the teammates of a professional cycling squad, each had a key role to play in helping the team leader cross the finish line in victory.
Concept
Producing a world-class event demands an exceptional level of precision, logistical coordination and quality across every deliverable. And rightly so — the whole world is watching.
With that in mind, every Celsius department played a part, from our Graphic Design Studio and Consulting Services team to our Production Workshop and Event Logistics crews. It was a true collective effort, with every team contributing to the success of an event of global scale.
Deliverables
Celsius’ Graphic Design Studio handled virtually all of the creative development for the event branding and signage. Course banners, arches, directional signage, souvenir programs, technical guides, web banners, team vehicle graphics, riders’ bibs and frame plates, hospitality-area branding — essentially, just about everything featuring the UCI World Championships logo or visual identity passed through the hands… and under the watchful eyes of our designers.
Meanwhile, our Workshop team was entrusted with various missions as of the creation of the winners’ UCI podium, seen by more than 200 million viewers around the globe.
Our Event team led and coordinated the turnkey day-to-day operations of the Fan Village, as well as the full range of corporate hospitality experiences. From designing the spaces and creating custom décor for selected suites to managing catering operations, food and beverage, and even lunches for the teams and riders, our team covered every detail.
In short, it was a challenge every bit as demanding as climbing Camillien-Houde!
