How Brands Can Extract More Value From Cycling Sponsorship In 2021
It’s no longer good enough just to have a logo on a jersey or a team car…
10 November 2020
2020 was the year the cycling sponsorship landscape changed.
Whilst the disruption to live events caused many brands, teams and rights holders to rethink their sponsorships in cycling, it was also the year we saw digital activation come to the fore in a way not seen before in our sport.
Not only that, but the demands of the audience significantly evolved. Cycling fans no longer just want to watch bike racing - they want to be a part of it.
Recent studies have shown that over 70% of audiences crave ‘deeper immersion’ when watching live sport. They want interactive viewer experiences, behind the scenes access and compelling content. This change was already happening pre-pandemic, but the collective view across the sports world is that COVID-19 has accelerated this significantly.
For brands in cycling, this presents an opportunity to take their engagement with the audience to another level.
It’s no longer good enough just to have a logo on a jersey. As we’ve seen across our industry this year, it’s those that apply a social-first approach that will extract the most value from their partnerships in 2021, and beyond.
Of course, this is a trend being seen not just in cycling, but across the world of sport. At this crucial time of year when thoughts turn to next season, we wanted to share some key insights and digital activation examples from other sports that we think could be applied to any team, brand or rights holder involved in cycling in 2021.
Key Insights
The way fans watch live sport is changing. 90% of viewers are now using a second screen while watching live sports, according to a Verizon report. The most common reasons are to engage with friends at 45%, use social media 45%, access real-time game data 44%, or to search for statistics 43%.
The big social platforms are embracing sport. The major social media channels now provide platforms specifically to engage sports fans with immersive ‘second screen’ experiences. Facebook ‘Venue’ and Twitter ‘Multicasts’ both offer insider insights during live events. Expect others to follow.
The pandemic only accelerated fans’ appetites for content. A recent study from Redtorch and 90/24 Media found that videos posted to social media by soccer players saw an 82% increase in views during lockdown.
Fans want to watch sport together even when they’re not. Watch parties are rapidly growing in popularity. A recent poll for Genesco Sports Enterprises found that 76% of US fans want more watch party-style viewing options.
Esports is here to stay. Thanks to the pandemic, Esports has now surpassed many traditional sports in terms of both revenue and viewership. Globally, the industry hit $950 million in revenue in 2019 and is expected to reach $1.1 billion in 2020. Most of the revenue (58 percent) is forecast to come from sponsorships.
The rise of purpose. 77% of fans believe brands are more powerful when they partner with sports organisations to drive social change, according to a 2020 Nielsen study.
Sponsorship Activation Examples
Set out below are some of our favourite recent examples of digital sponsorship activations in sport. Successful activation doesn’t have to involve significant investment. Many of the best examples are low-cost and easy to execute.
Chevrolet & Manchester United
Manchester United used video calling to engage fans with their ‘Fan Surprise’ series. Sponsored by their shirt sponsor, Chevrolet, the club had star players surprise fans young and old with a video call. Long-form episodes were published on the club’s YouTube channel with short clips published on social.
How that could work in cycling: World Tour teams to have their star riders engage with fans through video call pieces delivered in partnership with a sponsor. Amplified through multiple digital channels.
Bud Light & England Football
Bud Light used their sponsorship of the England football team to engage fans with an England football pub quiz. Hosted by ex-England players John Barnes and Ray Parlour, the quiz was broadcast live on Bud Light's YouTube and Facebook channels. The first 10,000 visitors could play to win the grand prize of co-hosting a pub quiz with an "England legend", with additional prizes for runners-up.
How that could work in cycling: Cycling fans love trivia. Teams or race organisers could consider working with current or former pros or commentators on a live-streamed quiz with prizes on offer supplied by a key brand partner.
Heineken & Formula 1
With racing on hold, Heineken collaborated with F1 on a content mini-series featuring interviews with influential figures from the sport, including current and former drivers, and team principals. Titled ‘F1 Unscripted’ the activation was presented as part of ‘Heineken Non-Race Sundays’ and was hosted by ex-F1 driver David Coulthard. Episodes were published natively on the Formula 1 website and on Formula 1’s YouTube channel.
How that could work in cycling: In the lead-up to each event, race organisers or sponsor brands could work with a number of former ex-winners of that race on a content series e.g. ‘Conquering the Classics’, with insight from a selection of the greatest classics’ riders and team members.
UBS & Mercedes AMG Petronas F1 team
The Mercedes F1 team and sponsors UBS released a series of videos featuring interviews with key personnel within the team. Titled ‘Deep Dive’, the content included interviews with Chief Designer, John Owen and Team Principal, Toto Wolff. Long-form content was published on the team’s YouTube channel and on Instagram vis IGTV
How that could work in cycling: In partnership with a sponsor, pro teams could run in-depth features on the running of a team, focusing on key personnel including the performance director, chief mechanic, soigneur, press officer etc. Content to run across owned social channels plus targeted paid YouTube placements.
Red Bull & England Cricket
Focusing on individual brand ambassadors, Red Bull arranged for England cricket hero Ben Stokes to get involved with the energy drink giant’s F1 team at the F1 Australian Virtual Grand Prix in April. Stokes partnered with Red Bull driver Alex Albon in the online race. The event was broadcast on YouTube with Stokes promoting it on his Instagram account in the build-up.
How that could work in cycling: A team or individual rider sponsor to collaborate with ambassadors across different sports in a live-streamed bike race on Zwift. Luxury watch brands are a great example here often with brand ambassadors across a variety of different sports e.g. cycling, tennis, F1.
Continental & England Womens Football
The England Women’s football team released a series of video content called ‘Keeping up with the Lionesses’. Partnering with tyre manufacturer, Continental, each episode focused on a particular player who documented their experience at home over a week during the lockdown. Each episode was published on the team’s Instagram account and Twitter page.
How that could work in cycling: Features on individual riders documenting what a typical week looks like for them. The likes of Alex Dowsett, Victor Campanaerts and Willie Smit are already doing this successfully on their own YouTube channels.
Virtual hospitality - US Open & Zoom
In the absence of being able to offer live VIP hospitality at the event, the US Open teamed up with Zoom to deliver two private VIP virtual hospitality events and a celebrity fundraising event for the USTA Foundation.
How that could work in cycling: A pro team or sponsor brand to provide an exclusive Zoom-based hospitality experience for social media competition winners during a Grand Tour Stage. Includes live Q&As with team members, on-board live stream from inside the team car, prize giveaways of signed team merchandise.