Lewis Moody XV Cycle Challenge

Delivering a national fundraising campaign that united rugby behind one of its own.

Following Lewis Moody MBE’s diagnosis with motor neuron disease (MND), the ambition was to create far more than a charity bike ride. The Lewis Moody XV Cycle Challenge was conceived as a week-long national fundraising campaign bringing together the rugby community to raise vital funds for My Name’5 Doddie Foundation while increasing awareness of the disease through powerful storytelling and shared purpose.

Logan Sports Marketing were appointed to deliver the challenge from concept to completion, overseeing every aspect of planning, commercial delivery and live event operations. We worked closely with our long-standing client and beneficiary of the cycle, My Name’5 Doddie Foundation, to maximise exposure and fundraising along the way.

LSM designed the seven-day, 500-mile route from Newcastle to Twickenham, carefully connecting the clubs, schools and communities that shaped Lewis’s career before culminating at Allianz Stadium ahead of the Gallagher PREM Final. Every stage was meticulously planned, balancing rider welfare, logistics, fundraising opportunities and media moments to create an experience that resonated both on the road and across digital platforms.

LSM assembled and managed a team of more than 30 riders and support staff, including Rugby World Cup winners, former England internationals and Lewis’s closest teammates. From accommodation, transport and mechanical support to medical planning, catering and daily rider logistics, every operational detail was coordinated to ensure the challenge ran seamlessly across seven consecutive days.

Commercial partnerships were central to the campaign’s success. LSM secured sponsorship, developed activation opportunities and managed relationships with partners throughout the week, ensuring brands were authentically integrated into the journey while supporting the challenge’s fundraising objectives. Alongside this, the team engaged Lewis’s former clubs and rugby communities at each stop, creating evening activations, supporter events and fundraising moments that transformed every destination into a celebration of the sport’s collective spirit.

Recognising the importance of storytelling, LSM managed media access and interview opportunities and delivered a comprehensive social media content strategy, capturing daily highlights, behind-the-scenes moments and emotional milestones that allowed supporters to follow the journey in real time and helped build momentum throughout the week.

The challenge concluded with an emotional arrival at Twickenham, where Lewis delivered the match ball ahead of the Gallagher PREM Final. Having travelled more than 500 miles, the campaign raised over £600,000 for My Name’5 Doddie Foundation, united hundreds of supporters and inspired the rugby community to rally behind one of its most respected figures.

The Lewis Moody XV Cycle Challenge exemplifies Logan Sports Marketing’s ability to deliver complex, multi-day campaigns that combine event management, commercial partnerships, logistics, media production and purpose-led storytelling. More than organising an endurance challenge, LSM created a national movement that connected communities, amplified an important cause and demonstrated the power of sport to inspire meaningful change.