ATCommunication is media relations for Beking Monaco 2022

We tell the story of an event that unites champions and families in the name of solidarity.  

Words by Miriam | Styling by Beatrice

2 November 2022

There is a new and exciting challenge on the horizon for ATCommunication, which is now doing media relations for Beking Monaco, the event that unites the greatest champions of international cycling for a day of celebration with events, races and conferences to raise awareness for important social issues and support local associations. 

Peter Sagan, Primož Roglič, Elia Viviani, Matteo Trentin, Tadej Pogacar, Philippe Gilbert, Lizzie Deignan, Elena Cecchini: these are just a few of the big names that will be big players on the Monaco circuit. While these champions will compete in an exciting criterium to entertain and involve the public. Children and their families will have a dedicated space just for them to play and learn about road safety. Professionals and amateurs will be involved in the Pro Am race where fans will be able to enjoy a unique experience with their idols. 

A rich programme to celebrate cycling as an authentic means of spreading awareness and values. The true mission of the event is to create opportunities for social growth. The proceeds from the event will be donated to two important organisations, the Foundation Princesse Charlène de Monaco and Fight Aids, a foundation chaired by H.S.H. Princess Stéphanie of Monaco, to support their projects.


As an agency we could not be prouder to stand alongside this event. Our love for this sport and our commitment to a better and more sustainable future binds us deeply to the founders of this project and drives us to do our utmost to tell the story of Beking from all angles, through the eyes of those who live the mission from the inside and also through the commitment of the champions who have decided to take part. 

The bicycle is a means, over the centuries, that has always projected us into the future and – even now – presents itself as a solution within everyone’s reach to reduce traffic and mental stress, exponentially increasing people’s quality of life and psychophysical wellbeing. Beking opens our eyes to the urgent need we have to get back on the saddle, cycling outdoors, with our families and friends. How powerful can small everyday gestures be? We can’t wait to find out. 

See you in Munich on 27th November!