Sponsorship

This tag is associated with 7 posts

Chevrolet driving marketing towards cycling?

Having ditched the Super Bowl to enter into a five-year partner deal with football team Manchester United, General Motors looks set to spread the reach of its number one brand, Chevrolet, into sporting areas with wider global appeal. Could cycling be the next beneficiary?

Backstory | Le Race: peaks and valleys of a cyclosportive

Consumers of cycling may have noticed an increase in ride-focused content across cycling media in recent years. Product-based pages are still just as popular, but promotion of mass-participation road cycling events seems to be popping up everywhere.

Backstory | Cannondale Japan’s procycling vision

Consistently amongst the top three UCI AsiaTour nations, Japan has been a force within the professional road cycling scene long before 2005, when the UCI Continental Circuits calendar was born. Regional success aside, Japan still punches below its weight at a WorldTour level – but Cannondale has a development plan.

Merida’s Tour de France ambition

Merida Industry Co., Ltd, Taiwan’s second largest bicycle manufacturing company after Giant Manufacturing Co., Ltd, is now actively pursuing entry to the Tour de France. But first, the brand needs a team. Cycling iQ spoke about the barriers to entry with Merida VP, William Jeng, at Taipei Cycle show last week.

2012 Tour de Taiwan preview

For teams arriving into Taipei from last week’s Le Tour de Langkawi, the Tour de Taiwan is sure to please – at least topographically speaking. With a more challenging profile than its Malaysian counterpart, sprinters will have a much harder time dominating stages. The cherry on top for the 2012 edition is an upgraded (2.1) … Continue reading

Corporate vehicles | A cycling strategy

Corporate sector investment into cycling is diverse and fragmented. It could be the CFO of a major financial institution purchasing his first Colnago, an IT company sponsoring a local cycling club or a law firm providing cycling facilities for its partners. Ryan O’Neill, founder of Australian Cycling Executives, is building a platform that aspires to … Continue reading

PureBlack Racing | cycling dream needs sponsorship edge

Lately, sponsorship uncertainty has shadowed the apex teams of professional road cycling like a Grim Reaper. Potentially, this creates a trickle-down alert for prospective sponsors seeking to engage even at UCI Continental levels – destabilizing the sport’s future funding pipeline. It’s diligent to have a wider arsenal.

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