This idea is archived

Sponsor The Etape Caledonia mass participation cycle challenge

Provided by IMG (Archived)
This revolutionary event brings closed road cycling to the masses for the first time in the UK.

Tell us about the Opportunity / What is it?

This event provides a unique positioning in British cycling by bridging the gap between cycle club enthusiasts, to recreational cyclists, gym members and those looking for a new physical challenge. Set in the stunning scenery of Highland Perthshire, the 81 mile circuit provides a true test for experienced cyclists and those who enjoy new challenges. It offers a focal point with the event Start and Finish area, to create a festival for bike enthusiasts.

What is the Marketing Objective?

Brand awareness - through branding and advertising. Brand experience - through interactive communication and expo opportunities.

How does it work?

The year-round targeted marketing and media campaign create a wider reaching communication platform. Sponsorship can also include retail opportunities, customer acquisition opportunities, sampling, goodie bags options, media partner activity, PR activity, broadcast coverage and database communication.

Who's used it in the past?

This is a brand new opportunity.

Features / Benefits

Association with a ground breaking event which will expand year on year to become one of the signature challenges in British sport. The event establishes or reinforces a sponsor as a major player in cycling which has a greater impact than in more commercially cluttered sports. It provides a unique position in the sport, differentiated from any other sponsorship property. Gain nationwide appeal through popularity of cycling and quality of the event. Develop a goodwill perception with support directly benefiting competitors and improving the quality of their event experience.

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Guide PriceReach & FrequencyTarget AudienceMedia Types
£51k to £100k2,500 competitors. ABC1 adults aged 25-45.
25 - 34
35 - 44
LocationTimingsMarketing ObjectiveOpportunity Type
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