Cycling

Features

South-Africa based IT solutions and services provider, Dimension Data, this month, struck its biggest sponsorship to date when it signed a five-year Official Technology Partner deal, from 2015 to 2019, with Amaury Sport Organisation (ASO), owners of the Tour de France and other cycling events.

Prudential RideLondon was created as a legacy of the 2012 Olympic and Paralympic Games to inspire more people to take up cycling and to generate economic benefit by showcasing London and the nearby county of Surrey to national and international audiences.

Luxury carmaker Jaguar first partnered with the Team Sky ProTour cycling team in 2010 when the brand joined as a third-tier Official Supplier. Given Jaguar and Team Sky’s shared beliefs, and the importance to both organisations of the relationship between man, machine and road, it was a fitting partnership.

Global brand awareness and active customer engagement are the drivers behind Czech car manufacturer Škoda’s sponsorship programme.

Belgian pharmaceutical company Omega Pharma has made its sports nutrition brand Etixx the joint-title sponsor of the Omega Pharma - Quick-Step Pro Cycling Team from 2015 to 2017.

Stephen Urquhart, president of the luxury watch brand Omega, provided Sports Sponsorship Insider with a great marketing insight when he said that the only sponsorship that clearly moved sales of its watches was Omega’s James Bond deal.

The chance to create multinational marketing campaigns using teams with multinational players is central to car rental company Europcar’s sponsorship decision-making.

Swiss insurance company Vaudoise Insurance this month renewed its Presenting Sponsorship of cycling’s Tour de Suisse in a three-year deal, from 2015 to 2017.

Performance bicycle manufacturer Bianchi is targeting a set demographic through its sponsorship deals with the UCI WorldTour Belkin Pro Cycling Team and UCI Continental Circuits Androni Giocattoli-Venezuela Team.

Active engagement with its products in order to create authenticity and improve the brand’s reputation in sport is the key driver behind nutrition company Herbalife’s sponsorship programme, Brian McKinley, senior director of corporate alliances at Herbalife, told Sports Sponsorship Insider.

Carmaker Škoda will enjoy greater global exposure under its new five-year deal with Amaury Sports Organisation (ASO) to continue as a top-tier Major Sponsor of the Vuelta a España cycle race until 2018.

Activation has become a sponsorship necessity.

Many brands match their rights fee when allocating budget for activation and, with the importance of activation rising as the number of channels in which to work increase, where that money is best spent is often an issue for debate.

Russian online bank Tinkoff Credit Systems is expected to become lead partner of the newly-named Tinkoff-Saxo cycling team in a three-year deal, from 2014 to 2016, following the acquisition of the team this month by the bank’s majority shareholder Oleg Tinkov.

It has been yet another excellent sporting summer and an excellent summer for sports sponsorship. This month's Insider brings you seven of the top sponsorship stories from August

Amaury Sport Organisation, the organiser of the Tour de France cycle race, is in talks with carmaker Skoda and food conglomerate Nestlé Group to renew as Tour de France Club Partners and maintain a top-tier sponsor line-up that has gone unchanged since 2004.