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Tour of Britain business support in Cornwall growing
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Memorial for Penlee Lifeboat disaster 40th anniversary
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By any measure, the Red Bull marketing team really thinks that sponsorship works. It sponsors everything from cliff divers, Paris-Dakar trucks to cyclocross riders. Is there a joined-up strategy here, or is it just a way of moving cash?
Sponsorship in our industry is unique. Cycling was around well before it existed as a sport. Parts of our industry rely on sponsorship through marketing and, right or wrong, parts of our industry ‘love’ cycling sport to such an extent that it becomes easier to justify sponsorship. This latter sentence is one I am guilty of over the years; either in a rush to see young cyclists achieve their dreams or through the lense of associations to the brand.
Should you consider sponsorship? | Features
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