Cycling Event Management & Activation

When executed brilliantly, events and expos can be the ultimate marketing tool in the cycling world. They are a tactile, energising experience bringing people and products together. Put the bike, cycling part or piece of apparel in front of people to look at and touch, and dreams are suddenly within very real reach…

And that’s when the buzz really begins.

We serve as a brand guardian to our clients, ensuring their image in Australia is promoted - and protected - just the way they want it. Events and expos are an excellent opportunity to showcase brands and products, and our team has decades of experience in taking it to the next level.

Our event partners

We partner, sponsor, support and/or activate at some of the biggest star-studded events on the Australian sporting calendar. Santos Tour Down Under, Cadel Evans Great Ocean Road Race, the Australian National and World Championship titles, Ironman series, Handmade Bike Show, Bayside Criterium series (Bay Crits) and many other mass-participation events form a big part of our annual marketing schedule.

amy gillett foundation

Cadel Evans Great Ocean Road Race
Dirty Warrny
Santos Festival of Cycling

How we promote brands at major events

We take an omnichannel approach across marketing, sales, and service strategies during all stages of the event. Every arm of the business is aligned on consistent messaging and promotions. This means the customer has a cohesive, on-point experience no matter how they reach our brands and which platform they use. So, what tools are in our box of unique marketing tricks?

Expo displays

  • Effective way to increase brand awareness - showcase products and services in person, which is invaluable.
  • Opportunity for brands to network with others, build relationships, and create lasting impressions on attendees.
  • Signing and display materials that are on-brand and of premium quality.
  • Staff members are thoroughly briefed, so they have the right level of knowledge and friendly, upbeat energy.
  • Support team with sensational take-home resources or QR codes that give visitors everything they need in an instant.
    Product launches

  • An excellent means to test the water and see how our Australian consumers react to new products or specific custom designs.
  • The latest Santos Tour Down Under gave us a platform to launch a new Santini jersey into the Australian market.
  • We needed to gage market response to the new colours and sleek fit - feedback helped us adjust the final marketing plan to suit the entire nation.
  • Product launches
    Team signings

  • Pro cycling teams are bonafide celebrities of the sporting world.
  • Getting their autographs, posing for selfies and just grabbing 15 seconds with a superstar can be a treasured experience for many.
  • We collaborate with our brands’ pro cycling team partners to organise signings and opportunities to ‘meet your cycling heroes’.
    Group rides

  • Cycling brand group rides are a sensational way to promote the spirit of a brand and the quality, effectiveness and beauty of its products.
  • Our cycling ambassador network plays a crucial role in group rides, bringing brands, parts, accessories and apparel to life.
  • We add to the atmosphere with extensive promotional work in the lead-up as well as giveaways or gifts for attendees.
  • Group Rides
    Custom clothing

  • The icing on the cake - bespoke, Italian-made cycling kit.
  • There’s often apparel fever for participants to get their hands on exclusive limited edition kit made by Santini Custom.
  • We make this process effortless by providing an e-Commerce-enabled event store (or a hosted landing page), fulfilment and drop-shipping
  • Custom Clothing

    Contact us

    Contact us for your event or to partner with one of our leading brands

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