From 3 to 13 August 2023 was the first ever edition of the UCI Cycling World Championships. An event where 13 different disciplines of cycling were organised in 1 city, with Shimano as partner for a number of disciplines.
100 days to go
In the run-up to the ultimate World Cup, we set up an activation programme with Shimano to generate more attention around the brand and the event. During the 100-day advance moment, a team was present in Glasgow. Here, daily bike users could take a short break at the Shimano experience to have their bike checked by one of the tech reps while enjoying a cup of coffee. This mainly focused on road bikes. Afterwards, users were given their bikes in top condition and sometimes gained tips and tricks for an even better cycling experience.
50 days to go
With 50 days left on the clock, the team left for Glentress. A park in Scotland known for its mountain bike trails. Again, the tech reps were on hand to provide mountain bikers with a proper check of their bikes and enjoy a cup of hot beverage.
Partner during the World Cup
During the ultimate World Cup in Glasgow, Shimano was present throughout as a partner. We also supported them in the brand activations organised during the event. For example, visitors could experience what it is like to virtually ride among the cyclists on a Shimano bicycle in the World Road Championship. In addition, visitors could gather tips and tricks from the team present around the latest Shimano assets.
Want to know more about brand activations?
We have been helping Shimano for several years through consultancy and execution with their brand activations around various disciplines. Want to know more about what we can do for you? Click on the link to find out.
