Converting sporting success into commercial advantage
2023 UCI CYCLING WORLD CHAMPIONSHIPS
Following a formal tender process, Inside Edge was selected to exclusively represent the first ever multi-discipline UCI Cycling World Championships, to be held across Scotland in 2023.
Challenge
Outcome
To take a brand new cycling property to market in a highly competitive space, given the number of sponsorship opportunities available in cycling. Convince non-endemic brands that the 2023 UCI Cycling World Championships is a genuine game changer.
Approach
We adopted an innovative go-to-market approach, leading with a purpose-led partnership proposition supported by a data-led, strategic sales process involving the creation of bespoke marketing materials with which to approach target prospects.
Adopting the health and wellbeing theme, Lidl has launched a collaborative partnership centred around fresh food and the promotion of healthy eating, as a direct result of this strategy. Multiple partnerships in other categories have also been announced across the four sponsorship tiers.
“The “Fresh Food Partnership” perfectly demonstrates Lidl’s ambition to contribute to a healthy and active lifestyle by providing more conscious and healthier food choices. As a ground-breaking global event, we look forward to working with the 2023 UCI Cycling World Championships to inspire people to include more vitality and sportiness in their daily life.”
Jeroen Bal, Divisional Board Member (Customer) of Lidl International
PREMIER BET
Premier Bet is a leading online sports bookmaker across Africa, operating in 16 markets.
Challenge
As part of the brand's growth strategy, Inside Edge was tasked with identifying football club partnerships that could help Premier Bet on its journey to become the number one operator across the Continent.
Approach
Utilising our network, Inside Edge engaged and set up meetings with a selection of leading European football clubs, based on Premier Bet’s criteria.
Outcome
The joint evaluation and negotiation process resulted in Premier Bet concluding regional partnerships with AC Milan and SL Benfica on a long term basis.
“As Premier Bet looks to strengthen its position across key markets as well as enter new ones, we want these partnerships to help us create brand fame and cut-through, as well as providing millions of Africa-based fans with new and exciting ways to experience Premier Bet. We're very excited!” Christopher Coyne, CEO
MADISON SPORTS GROUP
Madison Sports Group managed and operated the SIX-DAY international track cycling series.
Challenge
Inside Edge was set the following objectives:
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To secure a Title Partner for the first time.
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Raise the profile of the series by securing non-endemic brands as Official Partners.
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Increase overall commercial revenues through brand partnerships.
Approach
Having developed a sales narrative around the unique characteristics of Six Day, we implemented a market outreach strategy that utilised both our existing international network and engaging a wider target list.
Outcome
Phynova was appointed as Six Day’s inaugural Title Sponsor in the UK and Singapore Airlines became the Official Airline Partner of the Series.
In addition, National Storage were announced as Six Day’s first Official Partner in Australia and O2 launched a customer reward programme for their Priority members in the UK.
“Inside Edge really exceeded all expectations in their delivery of main partners to the Six Day Series. Their diligent approach to engaging the market alongside their know-how and professionalism really set them apart and we would recommend them to anyone looking to attract new commercial partners.”
James Durbin - CEO, Madison Sports Group
HENLEY ROYAL REGATTA
Challenge
Retained by Henley Royal Regatta to conduct a thorough market outreach process and position HRR as a unique and premium partnership opportunity.
Approach
Inside Edge:
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Conducted research in to the categories that aligned with HRR’s brand values.
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Identified relevant prospects within these, utilising a bespoke ranking system.
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Developed and executed a detailed go-to-market plan that included premium marketing materials personalised to the brand, to gain the attention of key decision makers.
Outcome
This process led to HRR establishing a multi-year agreement with Crew Clothing and ongoing commercial discussions with a number of interested parties.
“We are thrilled to announce our partnership with Crew Clothing Company, a brand whose values are synonymous with the Regatta. We are excited about the opportunity to develop a range for both women and men that embodies the spirit of the event and further shows the value of the HRR brand. We look forward to working together to develop a very successful and enjoyable partnership.”
Crew Clothing’s CEO, David Butler
REDUCOSE
Challenge
Inside Edge was tasked with identifying a relevant, premium sports property to support the promotion of Reducose in China – a supplement used to maintain healthy blood glucose levels.
Approach
We undertook an extensive property selection process across multiple sports before brokering a partnership with Liverpool FC.
Outcome
This led to the establishment of a regional partnership with the Club to increase brand awareness and enable customer engagement, utilising the Club’s IP, localised social media and digital marketing channels, plus promotional in-market activity with LFC Legends.
“Inside Edge assisted us with a new strategy to reach consumers through partnerships in sport by providing guidance on the sponsorship landscape, introducing relevant properties that resonate with our target audience and consulting on rights and assets. We would highly recommend them."
Robert Miller – CEO, Phynova
