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A few quick tips on how to get a cycling sponsorship!

You cycling club will increase its chances of getting sponsorship by focusing on delivering business value. In other words, the business reasons a company should sponsor your cycling club.

Business value of cycling sponsorship to companies:

Increase brand visibility & sales: Cycling provides a highly visible, and effective, marketing and advertising platform helping companies reach their target audience. Many companies are implementing marketing strategies that take advantage of the continued growth of cycling, the health & wellness market segment and eco-friendly transportation. Innovative companies are aligning their offerings with these trends to fuel incremental growth and sales.

Position your cycling clubs’ activities and initiatives (group rides, rally’s, races, and safe cycling campaigns), community service, and external communications (website, social media, and news releases) as an effective marketing engine to showcase a company’s brand, products and services.

Inexpensive yet highly effective marketing tool: Sponsorship of your cycling club will provide companies with an efficient medium for getting their key messages into the market. Chris Baldwin’s Reuters article “Sponsors see value in backing cycling teams” demonstrates the affordability, reach, and effectiveness of cycling sponsorship to promote a brand, increase brand visibility, awareness and sales, vs. traditional advertising, marketing and public relations channels.

Lucrative and growing demographic: The cycling demographic is continuing to grow globally and is the second most popular recreational activity in the United States. Cycling sponsorship offers companies additional exposure in our demographic, while providing the opportunity to exploit of the growing healthy, active lifestyle market. Last but not least, the study noted annual median household income for racing, recreational and cycling fans to be $ 75K – $ 95K. This is a great statistic to use with prospective sponsors.

Drives positive image with consumers: Perceived image is extremely important and can often impact sales and brand loyalty. One way companies can bolster image is to demonstrate social responsibility & concern through support of societal concerns, their communities and “green” initiatives. Cycling addresses each of these areas (examples: societal concerns; health, transportation; community; environmental, traffic congestion; “green”; alternative transportation, air quality). Sponsoring cycling clubs and programs helps companies demonstrate social responsibility, philanthropy and community involvement which are a key component to promoting positive PR by “serving the greater good” while driving brand visibility and recognition. (Please see “Secure cycling sponsorship by understanding why companies sponsor” for additional information)

Creates new business opportunities: Sponsorship provides companies with Business-to-Business (B2B) opportunities helping them identify and establish complementary partnerships to drive incremental sales and revenue. The additional exposure sponsors receive to your club’s other sponsors and companies sponsoring cycling events can lead to mutually beneficial business partnerships. (Please see “Leveraging B2B to drive added value for your cycling club’s sponsors” for more information)

Hope this helps your cycling sponsorship efforts.

Thanks for visiting. Remember, until next time, to “Keep the rubber side down!”

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