Cycling
Latest Features
Gripline – Continental & RCS Sport
#ThisIsOurTime – Škoda & the Tour de France
Continental showcases four-wheel tyres at Tour de France
Telefónica renews Team Movistar UCI World Tour deal
Case Study: Dimension Data and the Tour de France
Malaysia’s Tour de Femina adds Arya Premier as title sponsor
Cofidis extends commitment to La Vuelta
HSBC UK continues cycling support with UCI Road Worlds deal
Beer brand Ambar agrees joint deal with La Vuelta and Ceratizit women’s race
Features
Heroes Tour highlights Continental’s cycle tyre credentials
The Vélo Series: Interview with Jon Ridgeon, executive chairman, Active CSM Sport & Entertainment
Road cycling sponsorship market worth €397m p.a.
Research by Sports Sponsorship Insider into road cycling sponsorships across 27 UCI World Tour teams, the three Grand Tour events, 37 UCI World Tour events and UCI central properties, values the market at €397m per year.
Ford retains Team Sky as its top European property
Honda renews with Giro d’Italia after strong sales in Italy
Japanese car manufacturer Honda has agreed a second consecutive one-year deal with cycling’s Giro d’Italia, having enjoyed strong sales in the country last year, following four years of poor sales.
Sponsorship of international federations and national governing bodies
For 2017, we have researched over 800 deals, 41 sports and 11 selected markets to map out the sponsorship landscape of international federations and national governing bodies.
Emirates boost for WorldTour team’s top three ambitions
Dubai-based airline Emirates has made its first sponsorship investment in professional cycling by signing a four-year deal as co-title sponsor of the WorldTour cycling team formerly known as Lampre-Merida.
HSBC follows broad-based audience into cycling
Financial services company HSBC will aim to “bring cycling to every family in the UK” under its new main sponsor agreement with British Cycling, the brand’s first major deal outside of golf, rugby union and tennis.
Tissot first to buy UCI World Cycling Partner spot
Swiss watchmaker Tissot has become the first brand to sign up to the International Cycling Union’s (UCI) fledgling World Cycling Partner programme but the federation will look outside its portfolio to fill the remaining slots.
Cofidis stands by cycling portfolio with double renewal
French financial services company Cofidis last month re-committed to a cycling-only portfolio for the next three years after renewing its second-tier agreement with La Vuelta a España and its title sponsorship of the Team Cofidis UCI Continental Tour team.
KT Tape: Education through activation
Kinesiology tape market leader KT Tape is looking to use the 2016 Summer Olympic Games in Rio as a platform to sustain its dominance of the US market, Greg Venner, Chief Executive of KT Tape, told Sports Sponsorship Insider.
Sponsorship the key to cycling data rights monetisation
Trek ends two-year search for co-title with Segafredo
Trek Factory Racing's search for a co-title sponsor was “far more challenging than [the team] had anticipated” but the organisation believes its three-year agreement with coffee brand Segafredo Zanetti will take it to the next competitive level.
Dimension Data buys African cycling team title rights
South African technology company Dimension Data has bolstered its presence in professional cycling in a title deal with the team currently known as MTN-Qhubeka.
Telenet leverages passion for cyclo-cross in Belgium
Belgian pay-television broadcaster Telenet has signed this month as a sponsor of the UCI Cyclo-cross World Cup in 2015-16 and as the event’s title sponsor, from 2016-17 to 2019-20, in a deal that gives Telenet extensive broadcast rights to the series.
Alpecin: Increasing unit sales through sponsorship
German caffeine shampoo brand Alpecin measures the success of its cycling and football-based sponsorship portfolio solely in terms of unit sales.
Title deals and rich patrons pay for pro cycling teams
Operating budgets for the professional cycling teams that compete on the UCI World Tour average out at between €12m to €15m with teams typically funding much of that total from title sponsors or co-title sponsors.
Aviva follows Friends Life lead on Tour of Britain
The marketing team behind insurance company Aviva will continue to “test the waters” as title sponsor of cycling’s Tour of Britain and Women’s Tour. The brand assumed the rights from its subsidiary financial services company Friends Life, which served as title sponsor to both in 2014.
Dimension Data: ASO provides first global platform for IT riser
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.