CYCLING SPONSORSHIP NEWS

News releases, links, articles and stories illustrating the value of cycling sponsorship to corporations. Each entry includes a KEY TAKEAWAYS section highlighting the benefits, value propositions, and business reasons a company invests in cycling sponsorship. You will also find links to additional Sponsor My Cycling Club articles at the bottom of the page. Hopefully, this will help give you additional information and  ideas for positioning the value of your cycling club, team, or event with prospective sponsors.


OptumHealth Joins Kelly Benefit Strategies Pro Cycling as 2011 Co-Title Sponsor – January 8, 2011

Kelly Benefit Strategies Pro Cycling today announced OptumHealth as co-title sponsor for the 2011 season. As of today, the team will be called Kelly Benefit Strategies—OptumHealth Pro Cycling.

“We are pleased to welcome OptumHealth to the team for the 2011 season,” said Charles Aaron, managing director of Circuit Global Sports Management. “We feel that this partnership will help take our team to the next level and continues our goal of partnering with leading brands that have a strong commitment to health and wellness.” More

KEY TAKEAWAYS

Why OptumHealth sponsors cycling: Visibility & awareness; align with healthy lifestyle market; cross-branding and B2B

What OptumHealth says about the value of cycling sponsorship: “We are unabashedly proud, vocal proponents of active, healthy lifestyles,” said Tom McEnery, chief marketing officer for OptumHealth. “As co-sponsor of one of the country’s top cycling teams, we can create greater visibility and awareness about the importance of fitness, health and well-being.”

“Professional cycling in the United States continues to grow as a major spectator sport and serves as a great way to reach health-conscious consumers,” he added. “This particular partnership provides a highly visible and mission-consistent opportunity to both advance our message and drive awareness of our products and services.” (Kelly Benefit Strategies Pro Cycling | News | OptumHealth Joins Kelly Benefit Strategies Pro Cycling as 2011 Co-Title Sponsor)

Another reason companies sponsor cycling is cross-branding and B2B. From January 6, 2011, cyclingnews.com article OptumHealth co-sponsors Kelly Benefit Strategies in 2011– ……“We like to think of ourselves as more than just a cycling team, our sponsors are more like partners with us,” said Charles Aaron from the team’s management company, Circuit Global Sports Management. “We all share a common interest and goal and we wanted to bring them together to brainstorm ways to help them get the most out of their strategic sports sponsorship.” “We spent a great deal of time discussing how sponsors can work together to make the most out of their investment,” Aaron said. “This included, cross promotional, media and activation strategies for 2011.”

Riders, Staff, Sponsors Kick Off Season With Training Camp, VIP Ride and Sponsor Celebration in California – January 28, 2010

Kelly Benefit Strategies-OptumHealth Pro Cycling will head back to their beach house in Oxnard, CA at the end of the month on Sunday to kick off their 2011 training camp. More

KEY TAKEAWAYS

Why OptumHealth sponsors cycling: Visibility & awareness; align with healthy lifestyle market; share benefits of health & fitness

What OptumHealth says about the value of cycling sponsorship: “It’s inspiring to see athletes honing their skills for peak performance,” said Tom McEnery, chief marketing officer at OptumHealth. “As co-sponsor, this is a focused forum to introduce OptumHealth to the team and discuss how best to share the benefits of health and fitness with the masses as these riders prepare to travel around the world.”More

Europcar Sponsors Jean-René Bernaudeau’s Cycling Team – October 4, 2010

Europcar, the European leader in passenger car and light utility vehicle rental, announced today that it will be the title sponsor of Jean-René Bernaudeau’s cycling team, which includes Thomas Voeckler, Antony Charteau, Pierre Rolland and Cyril Gautier. The partnership will take effect as of 2011, for at least three years.

The cycling team will be called “Europcar”. This new partnership allows the team of Jean-René Bernaudeau to continue its tremendous human adventure and sport to grow.

Europcar confirms three-year sponsorship deal, cyclingnews.com – October 3, 2010

KEY TAKEAWAYS

Why Europcar Group sponsors cycling: Visibility & awareness; greater brand recognition & image reputation.

What Europcar says about the value of cycling sponsorship: “The Europcar Group is delighted to participate in this new adventure and this partnership will be the opportunity to further enhance awareness of the Europcar  brand and reputation in Europe and worldwide,” commented Philippe Guillemot, Chief Executive Officer of Europcar Groupe. “By partnering with Jean-René Bernaudeau and his cycling team, which we know well for its sports results as well as for its human values, Europcar will be happy to experience a new sporting enterprise in which we plan to involve our employees, our partners and customers.”

*Additional excellent background information on the Europcar cycling team can be found at the Daily Peloton – great stuff!

Liquigas extends cycling sponsorship: Basso and Nibali commit for two more years – May 27, 2010

The President of Liquigas Sport, Polo Dal Lago, announced that Liquigas will continue to sponsor and own a team for two more years and confirmed that both Ivan Basso and Vincenzo Nibali have re-signed with the Italian ProTour team for another two years.

KEY TAKEAWAYS

Why Liquigas sponsors cycling: Visibilty & to promote their brand.

What Liquigas says about  the value of cycling sponsorship: “The President of Liquigas Sport, Polo Dal Lago, announced that Liquigas will continue to sponsor and own a team for two more years and confirmed that both Ivan Basso and Vincenzo Nibali have re-signed with the Italian ProTour team for another two years.”…..”We’re very happy to announce the renewal of our sponsorship. We think cycling is the best means to promote our brand,” Dal Lago said.

Related Sponsor My Cycling Club posts:

Cycling sponsorship & lessons learned from sponsors of UCI Top 20 cycling teams

Secure cycling sponsorship by understanding why companies sponsor

Articulating the value of cycling sponsorship

Leveraging B2B to drive added value for your cycling clubs’ sponsors