Cycling was originally invented as a transport means. Over time, people started learning the health benefits associated with this activity. Cycling is now a form of entertainment, a sport, and a means of transport.
We have amateur and professional cycling leagues in different parts of the world. Such events present perfect opportunities for sponsors across the globe to support talents. Sponsoring an event is mutually beneficial where the participants and the sponsors benefit in varying ways.
Why cycling events need sponsors
- Engage with the community: The best brands are those created on good relationships. Sponsoring an event allows a business to interact with the immediate community, potential customers and partners.
- Funding: Cycling events can be expensive. The associated cost will depend on the event size. Some events will require permits, costs associated with road closures, and medical and security support. There are also stewards, logistics, and signage costs. All these costs might become too much for the organizers to bear. Sponsors, like Onlinecasinos365, can help ease the financial burden.
- Create awareness: Setting the date for a cycling event is not enough. The organizers must also market it and create awareness. Sponsors can help create awareness by posting the events they will sponsor on their social pages and websites.
How businesses can support cycling events
Sponsoring cycling events can take different forms. These are some of the best approaches:
Sponsoring cycling gear
You may have seen cyclists wearing branded gear that shows certain company names. As a business owner, you can sponsor certain cyclists in an event and take care of all the gear themselves. Such an approach will expose your brand to everyone following the event.
Sponsoring an entire event
A company or brand can sponsor an entire event from preparations to final execution. Such events have the ultimate prize that the winner walks home with. Ideally, you must get the venue, necessary permits and everything else you need to make the event successful.
You can add your name to such events for more exposure. For instance, if your company is XYX, you can name the event ‘XYX Cycling 2024’. Such a setup allows you to invite other sponsors, but you remain the main sponsors.
Volunteer at an event
You can sponsor cycling events as a volunteer on certain fronts. For instance, if you are a company in the medical field, you can volunteer to offer medical services during the cycling event. A tent at strategic locations will help you offer your services to those in need.
Post-event benefits
Most events don’t end after the crowning of the winner. You may get some instances where people showcase cycling drifts or even hold an afterparty with music and other performances after the main event. You can sponsor such events and expose your brand to the outside world.
Events are a perfect place to sell related merchandise. Think about cycling helmets, shorts, glasses and gloves. Get a stand on the cycling grounds and let people come and buy. Ensure that you discount the merchandise to attract more people.
Themed rest stops
A typical cycling event will have fans. The fans need a place to rest as they cheer on their favorite athletes. You can have a branded rest area with snacks and refreshments.
How to select an event to sponsor
You may have realized the benefits of sponsoring cycling events. However, you don’t know where to start. These are some of the things to do:
- Demographics: Consider the type of people attending the event and their features. You need an event that can convert.
- Activation potential: How easy is selling or introducing your products to the crowd?
- Types of sponsorship deals available: Can you set up a stand or give gear?
- Competition: Are there competitors sponsoring the event?
- Cost: How much will you spend on the event? Sponsoring an entire event is more expensive than joining other sponsors.
Whether there will be a conflict of interest when companies sponsor sports will always be there. The sponsors’ companies want more customers. However, we can also not underscore their support in sports. Striking a balance between sponsorship and benefits is the only way to tackle this.
Photo © Christy Nicholson / EchelonDesignPhoto.com
