Behind the scenes - Martin McCrossan

Martin McCrossan is well known on the track racing scene when not riding the boards he runs Sprocket Promotions and works with Paris Roubaix winner Magnus Backstedt, and a number of big name companies.

Martin works in Public Relations, Sports Management and Media

Sports Management
PTN - How did you begin?

Martin - I was training at Newport Track when I sat down next to Magnus Backstedt, it was just after he had won Paris Roubaix and he was looking to make life easier for himself. We just hit it off and 4 years later here I am.

Martin chats to Liquigas riders at the Dauphine in 2007

PTN - What is sport management?

Martin - The role is to make life easier for the rider, they are bike riders and shouldn’t have to worry about details. I work the media for them, working with the riders and teams to drive interest.

I negotiate on behalf of riders for their contracts, find and deal with endorsements from personal sponsors.

PTN - Do you approach teams with riders names?

Martin - I will put a riders CV in front of team directors. I try to talent spot – It’s easy to say ‘I want to be a pro’, but I have to see how realistic a rider is, I ask awkward questions and ask myself ‘does this rider have the attitude to make it?”

PTN - I guess this means that team management know that you are not suggesting a mug to them?

Martin - I check out their results and what races they have done and then take into account their expectations, and then put their name in front of teams. Many of whom know that if I have suggested a rider then he should be worth thinking about.

PTN - Do you think about how a rider might work in a team?

Martin - An important aspect is to suggest a rider to the right team, some teams are ‘old school’ and believe in ‘tough love’, this may not be the best place to send a sensitive rider.

I work constantly with Magnus (Backstedt) and have become very aware of his personality and when I should help. It is important to be able to man manage a rider, when they are down positive reinforcement is important, cycling is hard and if something goes wrong, as it does, I am ready to act on their behalf.

PTN - You are someone who is looking after a riders best interests across the board?

Martin talks to Magnus Backstedt in 2007

Martin - I help to build a support network which can be called upon at short notice, during the Tour of Qatar, Magnus crashed as I was commentating for Cycling.TV. I was able to make a number of calls and I had made arrangements for him to see a specialist for his broken collarbone before the race was over that day. The team were glad that he had that support.

PTN - You must have a very useful contacts list?

Martin -Talking and getting to know team directors or managers is an important element of the role, being able to call teams and suggest a rider who they know must have something if I represent them and it takes some of the guess work out of it for the DS. British riders are popular at present as they are seen as ‘clean’, which suits me as I have zero tolerance for drugs.

Whatever the level a rider needs support and they all suffer hardship and they know that 'I am here if you need me'.

PTN - The rider concentrates on racing whilst you take care of business?

Martin - I look at the bigger picture, so they don’t have to and I am prepared to jump into 'fix it mode' at anytime.

PR Management
PTN - What is that?

Martin - I represent a number of companies, including Santini, offering global public relations and marketing management. I look for opportunities to publicise their brand.

PTN - What does it involve?

Martin - At the core is to maximise brand awareness and look for potential exposure. I generate press releases, work on their catalogues, make promotional films and get product to the right people. For example I represent Italian clothing brand Santini.

Santini is a worldwide brand with 43 years behind it and it’s an honour to represent them. I work to a plan we have mapped out together and then make it happen.

Hanging out in yet another race village

Media
Martin - I began commentating when I got the opportunity to work in Trinidad for the West Indies versus the World Series. It was myself, an amazing director in Pete Kyle from crank films and a cameraman Peter Ravenscroft, it worked out so well, we went back the next year and covered it for SKY Sports.

Since then I have worked with Cycling.TV, Sky and other broadcasters on BMX, cross, track and road racing.

PTN - Do you have a technique?

Martin - I have learnt that it sometimes important to be quiet and let the images tell the story and use my voice to build atmosphere, Des Lynham has said that “There is too much shouting on TV”. It’s also important to do your research and I study pictures and watch races to get to know the style of a rider and be able to identify them more quickly.

PTN - Worst moment?

Martin - Things do go wrong, at one broadcast we lost pictures for 45 minutes and I had to speak throughout relying on my knowledge and understanding of the sport.

Thanks Martin.

Websites
Martin McCrossan PR, Events and Media - martin@sprocketpromotions.com (Any young rider can contact him on this e-mail)

www.magnusbackstedt.com
www.santinisms.it