Why Quick-Step sponsors cycling for the 17th year in a row

Cycling team Mark Cavendish UK

In 2015, one of the most renowned cycling teams of the pack will compete under a new name. Omega Pharma-Quick-Step will continue its momentum under the name Etixx-Quick Step, with world-class athletes such as Mark Cavendish, Tony Martin and many more. True to the motto ‘never change a winning team’, Quick-Step adds another season to this collaboration. The brand’s passion for design and quality matches particularly perfectly with the cycling team’s sportive goals and ambitions.

Sponsoring strategy

Cycling aficionados automatically link the brand name Quick-Step to the acclaimed team that brought forth several generations of talented cyclists. Not all of them are familiar with the brand as a provider of high-quality design floors. Nevertheless, Quick-Step’s international sports sponsoring strategy strongly contributes to the company’s objectives: to enhance brand awareness on an international level on the one hand, and to further stress the quality image of Quick-Step on the other hand.

Mutual passion

Furthermore, Quick-Step’s commitment to the cycling world is founded on a mutual passion. The brand’s views on quality and design are a perfect match for the cycling team’s ambition: to be the top-performing and most trend-setting team of the pack. Paul De Cock, CEO of UNILIN’s flooring division and a cycling enthusiast by nature, puts it this way: “Terpstra’s graceful pedalling, Boonen’s flamboyant style of climbing or Kwiatkowski escaping elegantly from the pack: the perfect cyclist is very much like a Quick-Step floor: both robust and stylish.”

Brand visibility and a quality image

Just like Quick-Step, cycling is growing geographically each year. 2015 will be the seventeenth year in a row that the Quick-Step brand shines on a cycling team’s outfit, of which twelve years as one of the main sponsors. Next to giving the brand visibility and boosting its quality image, the sponsorship also gives customers the opportunity to experience the exciting world of cycling, thereby boosting long-term relationships.

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