Cycling to success?: sponsorship of the British Tour de France
As the British Tour de France kicks off this weekend, David Atkinson, managing partner at Space, takes a look at the sports sponsorship arena.
For FMCG brands, sports sponsorship is an uber-competitive market. How can a brand gain a competitive edge? One option is by getting in early – marking its territory and building its association, and, therefore, its credibility with consumers.
So, how not to be seen in the eyes of consumers as a Johnny-Come-Lately? Chris Froome, who starts his bid to become a British Tour de France winning champion, could be your answer.
Sir Bradley Wiggins' efforts in winning Le Tour last summer, his Olympic gold and Sports Personality of the Year award – combined with Team GB's successes last August – made cycling not only more popular as a spectator sport, but enormously popular as a participation sport.
Could the humble velo be your vehicle for free-wheeling into the consciousness of your target market? Yes. Because your brand could triumphantly roll in ahead of the Tour de France’s visit to England next summer. In fact, why settle for a ‘backie’ when your brand could be firmly entrenched on every corner of the route?
Leeds hosts Le Tour’s Grand Depart on 5 July, with the 190km stage taking in the Yorkshire Dales before finishing in Harrogate. Stage two, covering 200km, also takes place in Yorkshire on the following day – from York to Sheffield – and that’s before the race visits London.
That’s nearly 400km (250 miles in old money) of English heritage, taking in landmarks including the Roman-walled city of York, the cathedral city of Ripon, a string of pretty market towns as well as picturesque images of Yorkshire and the Peak District. That’s 250 miles in which your brand can turn the race into a festival of entertainment and make it a more positive experience for the crowd. Alongside that, you will find willing potential partners in local councils and tourism bodies such as Welcome to Yorkshire working harder than ever to promote their assets.
Now is the time to start investing in cycling – potentially with a lower key investment now to validate a higher ticket presence for the big event when it comes around next summer. Done with thought and care, it will give you a base to drive awareness and credibility and make your brand the logical choice for people captivated by the Tour in England.
The sport broke through last year. Chris Froome is red-hot favourite to win it this year, and keep Britain on two wheels in the limelight. And, who knows – Wiggo could be back in 2014. That's (touch wood) two Tour champions to pin your campaign on.
Would your FMCG brand fancy some of that? Of course it would. On yer bike.