Continental has announced a three-year deal to become the Presenting Partner of the prestigious Sea Otter Classic – the premier cycling festival based in Monterey, California. The first ‘Sea Otter Classic Presented by Continental’ runs on 16-19 April 2020, when the world’s largest cycling festival will celebrate its 30th anniversary.
The market-leading tire brand will be out in force, showcasing its ranges across off-road and road to the tens of thousands of visitors the event attracts annually. Continental is going above and beyond to deliver engaging activations, products, services and advice to all who attend the four days at the WeatherTech Raceway Laguna Seca.
And it’s not only the consumers who Continental are focusing on; Sea Otter attracts key people from within the industry, from both the local North American market and internationally. For one week every year, Monterey becomes the epicenter of the industry and offers a unique opportunity to network with brands right across the cycling disciplines.
As an exhibitor at last year’s event, Continental launched its global ‘Gripology’ mountain bike campaign with great success, delighting visitors to the first global screening of the launch film featuring a host of the brand’s athlete ambassadors, including Andreu Lacondeguy, Danny MacAskill, Fabio Wibmer, Martin Söderström and The Athertons; and an exclusive Q&A with the special guests at Sea Otter.
In addition to the impact that Continental will be making on the ground at the Sea Otter Classic from a consumer standpoint, the brand is once again Gold Sponsor of the Bicycle Leadership Conference – the pinnacle annual event of the North American cycling industry, hosted in the lead-up to Sea Otter on 14-16 April 2020.
Oliver Anhuth, Global Head of Marketing for Continental Bicycle Tires, said: “Sea Otter Classic is the summit of the consumer events in cycling. We had a fantastic time last year launching our Gripology campaign to the thousands of visitors, and we are really looking forward to making an even greater impact next year, as Presenting Partner.
The engineering and technology that goes into our products, across off-road and road, is second to none, and Sea Otter is the perfect opportunity to network with fellow industry leaders and engage with the very people who ride, or may one day ride, our tires. Through our heritage and expertise, we want to shape the industry, and our presence at both Sea Otter and the Bicycle Leadership Conference will help us do that.”
Sea Otter Classic Founder and CEO Frank Yohannan stated: “We are extremely pleased and excited to welcome Continental as a presenting sponsor for our 30th Anniversary and beyond. Continental is a premier brand throughout the world. Our partnership is sure to produce exciting experiences in the years to come.”
For more information on Continental, visit www.continental-tires.com/bicycle.