Edge_Design Posted April 10, 2015 Posted April 10, 2015 There is unlikely to ever be a tangible return on the investment in sponsoring a 2 man pro team. There are many better ways to spend R500k on marketing which is all a sponsorship is - 99% of people approving these costs couldn't care less about building the sport of cycling in SA. An investment of R500k needs to show a return exceeding R500k - if you can explain how to make that happen then you will have unlimited sponsors knocking on your door. If you tell them you're a very good cyclist and feel you deserve R500k then they'll tell you to go and earn it like everyone else (there must be prize money at these races too - win it and sponsor yourself!). As an example - with all the money they throw at the sport I still don't know (or care to be 100% honest) who or what Exxaro is. I'm a cyclist and MTN spends a lot on cycling, but that has absolutely no influence on my choice of cell provider.
Baracuda Posted April 10, 2015 Posted April 10, 2015 Agreed, it all comes down to exposure for the brand and the link to sales and supposed increased profits. Sponsoring soccer or rugby generates this return. I remember when I was in the UK and one weekend David Beckham walked out in a pair of new Adidas quick-release tracksuit pants (those ones with the press-studs down the sides) and wiped them off before running onto the field. Apparently in the week thereafter, Adidas generated millions of pounds in sales as every kid in the UK wanted a pair. In the context of mtb'ing in SA. Yes, some corporate oaks buy Specialized Epics because that is obviously how Sauser wins the Eric. He could not do it on any other bike apparently. But other than that, off the top of your head, list the sponsers of the five top mtb teams on the epic or in SA. I can't. I don't think it affects their bottom line at all.
Shebeen Posted April 10, 2015 Posted April 10, 2015 I think a much closer parallel sport would be pro surfing. both are mainly supported by industry (board/clothing - bike/gear manufacturers)both battle to monetise their covergae of their sporting contests pro surfing had a quiet revolution in 2013....still not sure if it's going to work out or not.
Paddaman Posted April 10, 2015 Posted April 10, 2015 Agreed, it all comes down to exposure for the brand and the link to sales and supposed increased profits. Sponsoring soccer or rugby generates this return. I remember when I was in the UK and one weekend David Beckham walked out in a pair of new Adidas quick-release tracksuit pants (those ones with the press-studs down the sides) and wiped them off before running onto the field. Apparently in the week thereafter, Adidas generated millions of pounds in sales as every kid in the UK wanted a pair. In the context of mtb'ing in SA. Yes, some corporate oaks buy Specialized Epics because that is obviously how Sauser wins the Eric. He could not do it on any other bike apparently. But other than that, off the top of your head, list the sponsers of the five top mtb teams on the epic or in SA. I can't. I don't think it affects their bottom line at all.Al die tannies by Speke koop Anatomic.......
HappyMartin Posted April 10, 2015 Posted April 10, 2015 Exactly Baracuda. I think you are spot on. The best example of putting money into cycling I can think of the the qhubeka mtn thing which is currently ending anyway. MTN puts lots of money in and sponsors a club, club 100, and racing teams in the vets cats as well, there is also an pro team racing in Europe and a broad charity supplying bikes to kids. Great exposure at all levels. People can say it doesn't affect who they choose as a cell service provider but it builds brand equity. Now I think Vitality is taking over the whole thing. Not sure but this weekend I'm riding in a Vitality shirt not an MTN one. It takes big thinking and a creative plan to cover all these bases. Simply giving 500K to a pair of riders is just wasting money.
nonky Posted April 10, 2015 Posted April 10, 2015 no they didn't, Supersport just saw way more value in the product that SABC just assumed they would always own. Once again, that's apples and bananas, you been smoking these? http://www.existskatestore.com/image/cache/data/dgk/dgk-stay-smoking-socks-black-gold-1000x1000.jpgThey see me trollinThey hatin
PhilipV Posted April 12, 2015 Posted April 12, 2015 The difference between a teenager that turns into a "pro cyclist" and one that goes studying, is that the student will start a real work at 22, and the pro cyclist will get a real work at 32. Slight generalisation here, but I'll always encourage kids to study first and have a fall back before going pro.
Danger Dassie Posted April 12, 2015 Posted April 12, 2015 Yet the sponsors that do bother to measure their sponsorship values are generally showing higher returns on sponsorship on cycling in comparison to other sports. One example is a car brand that is linked to a team, on their social media report alone the measurement outdid any of their other sponsorships, including a well known soccer team. The responsibility on return for sponsorship is as much on the sponsors as it is the athletes. It's also not measured entirely through sales. Take 500k to print or broadcast advertising, you'll be lucky to get any real value or any form of campaign. Then there's the agency percentage.
TALUS Posted April 12, 2015 Posted April 12, 2015 Explain to me again why we need pro teams. How does it impact on Joe Soap? Cycling Academies I can understand. I have never seen a Pro going to a mid packer and say "how is your Santa going? Did you know you could change this...?"
Danger Dassie Posted April 12, 2015 Posted April 12, 2015 Explain to me again why we need pro teams. How does it impact on Joe Soap? Cycling Academies I can understand. I have never seen a Pro going to a mid packer and say "how is your Santa going? Did you know you could change this...?" Seen plenty pros who engage with people. Also seen a few who are unapproachable. They're human after all, and I've no problem with someone who is/tries to make a living from what they love. For sponsors they sell product and for events they're a drawcard, for academies they set an example to aspire to. Not everyone is into that, and that's ok too.
Minster Shand Seimela Posted May 28, 2015 Posted May 28, 2015 Sponsoring riders is a massive expense. I bring in enduro motorbikes, and had a race team of four guys. Race entries + air fares + accommodation + spares = about R20-30k per month. And that's just for the running of the bikes - (almost) all of the riders had full time jobs! Plus the initial cost of the bikes too... Get to something big like the Roof of Africa and you're hitting R70-80k easily.Does that sponsorship sell bikes? Simple answer is no. Pro cycling must be even worse though if they're full time athletes expecting a salary...you mean pro-mountain biking oreven road ?
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