Mark Cavendish hires PR agency to oversee his final Tour de France start

Mongoose, a sports and entertainment integrated marketing agency, has been appointed by cyclist Mark Cavendish and his management agency, Areté to oversee the PR aspect of his derniére Tour de France, where he will have his final attempt on rewriting the history.

"After a competitive pitch process, we are delighted to start working with Mongoose Sports and Entertainment. Their passion and creative ideas stood out and we’re excited to start the relationship," Areté founder and chief executive Simon Bayliff commented.

He added: "Throughout the process, Mark was consulted and he was impressed with the finer details Mongoose brought."

Mongoose’s managing director of communications, Lucy I’Anson, added: "It's really exciting for Mongoose to partner with Areté to work on Mark Cavendish’s farewell tour. We’ve been longtime fans of Mark, his story is amazing and we cannot wait to help him share it in the way it deserves."

The partnership begins immediately, with the build-up to the Tour de France being held from 29 June 2024 to 21 July 2024.