Americans have a strong sporting tradition. We are also competitive economically. As sports such as running illustrate, marrying these traits together can produce both athletic and corporate success. This proposal shows how a sponsor can take advantage of the opportunities in the booming sport of cycling. Through such involvement, the sponsor can establish an association with fitness and cycling through its sponsorship of a premier cycling event.
First organized and promoted in 1977, the Race for the Rock has been one of the best attended and exciting cycling events in the northeast. Winners of the event have been from all over the world, they've been Olympians and racers with tremendous athletic ability.
Equally important, the race is organized and managed by racing enthusiasts who, through experience in both the cycling and corporate worlds, combine the necessary knowledge of the sport to promote the race and to understand the technical side of the event. The race will, as a result, be able to effectively communicate the sponsors image to it's targeted markets and specific marketing goals.
It's no wonder that The New York Times recently dubbed cycling "the sport of the new millenium". Cycling is experiencing an unprecedented boom in popularity on both the recreational and competitive levels.
A professionally organized cycling event, as a promotion, provides an extremely advantageous return on investment when used to:
- A. Increase Company Visibility -- According to Sheila Griffin, world wide marketing director for Motorola, "Sponsorship of professional cycling has provided Motorola a unique opportunity for increased corporate identification and exposure, and we feel the program has been extremely effective in building brand name awareness for Motorola". Further more the program has produced a 6 : 1 return on their investment.
- B. Target Preferred Customers -- Cycling demographics match up well with most companies customers. By using cycling and focusing on a tighter, more selective category of people, (the free thinking, independent consumer) your company can reach a greater number of potential buying customers.
- C. Exploit Merchandising and Sales Opportunities -- By licensing jerseys, caps, T-shirts and race related items a sponsor can recoup a portion of its investment. With a well planned, turn key, sales program, before, during and after the event, the sponsor can actually cover some of the costs of the promotion.
- D. Entertain Clients, Company Employees and Others -- The Race for the Rock is in a great setting on the waterfront in "America's Hometown" Plymouth, MA. This site makes for a unique opportunity to bring your people out for a day in the sun, on the waterfront, watching cycling and rubbing elbows with the top cyclist in the country.
- E. Create a Positive Image with Potential Customers. -- The concept of a professional bicycle race in a town such as Plymouth brings additional dollars to the community. As an example, a study by Penn State University concluded that during the Tour de 'Toona Stage Race in Altoona, PA, competitors, spectators, support and others connected to the event left $3,500,000 dollars in the local economy.