The Giant 'Real Riders' Sponsorships Celebrates Regular Folk
Forget the Tour de France this year because the Giant 'Real Riders' Sponsorship is here. Giant is one of the world's largest bike manufacturers and in the past they have been one of the leading teams at the Tour de France. Instead this year, they are opting to sponsor the regular folk who just enjoy riding their bikes. Giant feels that they contribute the most to the sport of cycling and should be celebrated.
They are calling these 'Real Riders' sponsorships and there are 30 of them up for grabs. These sponsorships are available to anyone in Australia of any age or ability. The chosen "real riders" will then become the new face of the Giant brand.
The Giant 'Real Riders' campaign will air July 8th during the same time period as the Tour de France.
They are calling these 'Real Riders' sponsorships and there are 30 of them up for grabs. These sponsorships are available to anyone in Australia of any age or ability. The chosen "real riders" will then become the new face of the Giant brand.
The Giant 'Real Riders' campaign will air July 8th during the same time period as the Tour de France.
Trend Themes
1. Celebrating Regular Cyclists - Opportunity for brands to shift focus from professional athletes to everyday cyclists and celebrate their contribution to the sport.
2. Alternative Sports Sponsorship - Brands can explore new opportunities for sponsorships by supporting regular people who engage in a specific activity or sport.
3. Personalized Brand Ambassadors - Brands can create partnerships with everyday people to become the face of their brand, leveraging their relatability and authenticity.
Industry Implications
1. Cycling - Cycling industry can embrace the trend of celebrating regular riders and showcase their products as ideal for everyday use.
2. Sporting Goods - Sporting goods companies can explore alternative sponsorships and marketing strategies that focus on regular sports enthusiasts rather than professional athletes.
3. Marketing and Advertising - Marketing and advertising agencies can help brands navigate the shift towards celebrating everyday consumers and create personalized brand ambassador programs.
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