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Sponsorship in Professional Cycling: Why Do Companies Donate Funds?


Although professional cyclists train quite hard, their rewards are much smaller than those in professional basketball, football, hockey, etc. Therefore, sponsorship is an important component for professional cycling that determines the quality of equipment, training process, and medical care. Although sponsors do not spend as much on the amateur segment as on the professional, their presence can play a big role in covering the cost of equipment, training, and flights. In this review, we will tell you more about sponsorship in professional cycling. Let’s start!

Why do Companies Donate Funds?

In most cases, the main benefits of sponsorship are wide reach and support for the company’s positioning in the minds of consumers. There are five reasons why companies do it:

  1. It adds confidence in the company;
  2. It increases brand awareness;
  3. Audience coverage is increasing;
  4. It helps to generate leads;
  5. Increased interaction with the audience.

According to Nielsen Sports, those who follow sporting events are much more sensitive to sponsor brands. Twenty percent of cycling enthusiasts are well aware of the brands sponsored by the respective companies, with an average awareness of 12%. This leads to the fact that these brands are bought more often (if the prices of competitors do not differ), this behavior is demonstrated by 23% of fans of bicycle racing. Therefore, the best casinos all over the world compete to be sponsors of the most popular cycling teams.

Sponsors of Professional Teams: What Do They Do?

Professional team names are a part of the cycling language, but what the title sponsors of the teams actually do is often a mystery to most of us. Let’s figure it out.

1)   Sky

This is the best team in the world, funded mainly by the largest telecommunications and television company in the UK. In turn, this is a part of the Comcast NBCUniversal Group. Every year, the Sky channel donates huge sums to support the cycling team of the same name.

2)   BMC Racing

The title sponsor of the team is the Swiss bicycle manufacturer BMC Switzerland. Founded in 1994, the company employs approximately 120 people worldwide. The company is headquartered in Grenchen, Switzerland.

3)   Bora – Hansgrohe

The first sponsor of this team is the German company Bora, which produces hobs and hoods for kitchens. If you watch Eurosport channels, you probably saw ads with the participation of Peter Sagan and Rafal Mikey. The second sponsor is another company from Germany, Hansgrohe, which produces equipment for kitchens and bathrooms.

4)   Trek-Segafredo

The general sponsor of the American team is the American bicycle manufacturer Trek. The second name – Segafredo –  belongs to an Italian coffee brand. Don’t be surprised, coffee has been an integral part of cycling at all times, just like lycra or shaving your legs. For example, the famous Eddy Merckx often had the inscription “Faema” on his uniform, which is a brand of coffee makers.

5)   Katusha-Alpecin

Alpecin is a German manufacturer of revitalizing and strengthening shampoos. You may also have seen their advertisements on Eurosport TV channels. But the first part of the team’s name has always been and here the opposite happened – the team gave the name to the brand of sportswear, which appeared much later than the founding of the team itself. Therefore, now we can safely say that Katusha is a manufacturer of sportswear (mainly for cyclists, of course).

6)   Lotto-Soudal

Lotto is the main sponsor of the Belgian National Lottery. Soudal is a famous Belgian manufacturer of polyurethane foams, adhesives, sealants, and roofing seals, in general, without which no construction or renovation can do.

7)   Quick-Step Floors

For a decade and a half, the general sponsor of the team has been the Belgian flooring manufacturer Quick-Step. Laminate, vinyl, or natural wood parquet flooring – it’s all Quick-Step.

As you can see, the potential sponsor should be interested in the audience of the proposed event. So, if you are looking for a sponsor, share with your candidates the information about who will attend your sports events. Always keep in mind the problems, goals, desires, and motives of the sponsor. These are the tools that you will use during persuasion.

Source: Plato Data Intelligence

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