British cycling legend Sir Mark Cavendish stars in an inaugural marketing campaign from Teya – the all-in-one financial services provider supporting over 70,000 local businesses across Europe – launching today.
Urging consumers to ‘Buy local, support your community’, the launch includes an out-of-home takeover of London’s Spitalfields Market, a four-minute hero film, print ads and guerrilla ads across London. The campaign was conceived in-house and represents Teya’s first major brand activation in the UK market.
Teya’s film features Sir Mark, acclaimed as the fastest cyclist in history with a record 35 stage wins in the Tour de France, riding to meet Teya member businesses across Europe – from his hometown of Douglas on the Isle of Man to Budapest. Local firms featured in the video include Sir Mark’s local Isle of Man barber. The three-time Team GB Olympian has a close personal connection to the local businesses championed by Teya, his mother having owned and run a dancewear shop on the Isle of Man.
Produced in-house at Teya, the film – ‘‘Buy Local – Support Our Communities” – is available to view in full on Teya’s website and social media channels, with clips also being served as Facebook, Instagram and YouTube ads over a three-week period.
Teya has taken over digital and print billboards in Spitalfields Market – not just a dynamic hub for brand campaigns and experiential marketing, but one of London’s busiest markets hosting dozens of independent traders and street food vendors – for the next 15 days. They display clips and images from Sir Mark’s recent journey across Europe to meet Teya members and discuss the importance of seeing, supporting and celebrating local businesses.
In addition, the campaign entails a print advert in the next edition of cycling magazine Rouleur; guerrilla ads across London; and a Teya-branded coffee stall in Spitalfields Market.
Cleo and Abia Vizioli, proprietors of Smokoloko, with two steak houses in Spitalfields Market and Teya members since July 2025, said: “Teya’s belief in the importance of local businesses shines through in all our interactions with the team there. It’s incredible to see their call for people to support their community plastered all around Spitalfields Market, our business’s home. For a world-class athlete like Sir Mark Cavendish to be adding his voice to the campaign is all the more reason to buy local!”
Dico Tostes, chief brand officer at Teya, said: “Sir Mark Cavendish is an ambassador for the core belief that drives all we do at Teya: that local businesses matter deeply to their customers and their communities.
“The launch of this campaign, asking people to buy local and support their communities, is a chance to spotlight the local business-owners who open their doors every day, serve others and keep our streets alive and vibrant through hard work, craft and dedication. We aim to offer real partnership, purpose and belief to these small businesses at the heartbeat of every community. By working with Sir Mark to share this message, we hope to encourage millions of customers to keep doing the same.”
