Team Vorarlberg Concept 2017/18 ENG

CONCEPT
www.team-vorarlberg.com
PROFESSIONAL CYCLING TEAM

“PEOPLE SET THEIR OWN LIMITS. WITH A PASSION FOR ONE OF THE MOST DEMANDING
AND FASCINATING SPORTS, WE SEARCH FOR CHALLENGE IN EXTREMES.”
THOMAS KOFLER (TEAM MANAGER)
we
challenge
the future
WE MAKE OUR TEAM FIT. FIT FOR THE
FUTURE. NOT ONLY PHYSICALLY AND
MENTALLY, BUT ALSO CONCEPTUALLY.
WE HAVE THEREFORE MODERNISED
MANY AREAS, FROM THE LOOK AND
THE TEAM, THROUGH TO OUR RACE
CALENDAR. ON THAT NOTE: LET’S
CHALLENGE THE FUTURE!
THE TEAM
Once again, we are counting on young
domestic riders in 2017 – wild mavericks and
young guns eager to conquer the roads of this
world. Invariably, behind every successful team
there is a highly trained team of advisers. With
Marcello Albasini, our team has an experienced
coach from the world tour who can provide
fresh dynamism and even more expertise.
OUTFIT & PERFORMANCE
A strong team needs strong partners.
And it is precisely these strong partners who
have contributed to a complete redesign of
our outfit and further technical optimisation.
In collaboration with our partners, we have
not only succeeded in designing even more
efficient racing suits, but also in creating a
cool and structured look that radiates lifestyle
character. Moreover, in close cooperation with
Ceramicspeed, Schwalbe and others, we have
continued to improve the performance of our
bikes. Speed thrills!
SCHEDULE
We are pioneers in contesting every race
kilometer – and that is exactly what we intend
to demonstrate as well as possible on the
road. We are therefore following an even more
intense programme with more than 120 race
days in 13 different countries. The future is a
challenge – and we take it on!
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STRUCTURE
Pro Event Cycling Sports GmbH
TEAM
RADHAUS
EVENTS
FANCLUB
RIDERS& crew
team fanshop
PROFESSIONAL
SPORT
SUPPORT
ASSOCIATION
PARTNERS
TEAM HQ
AMATEUR SPORT
SUPPORT
NETWORK
MEETING
POINT
NEXT
GENERATION
NETWORK
cycle cafe
vorarlberg
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STRATEGY
The visions of Team Vorarlberg are as varied as the personalities and
nationalities of its members.
Here, we would like to present a few important key concepts of our work.
SPORTING VISION:
Team Vorarlberg is currently competing in the UCI Continental
category.
We are moving towards the top league of cycling sport, the Pro
Continental. However, our aim is not to follow this path solely by
signing up international and national riders. In our view, the main
way of establishing ourselves in the top field in the long term is
through the selective support and training of young cyclists.
NETWORK VISION:
In just the same way as we want to see our teamriders grow by
fully applying our skills and opportunities, it is also important that
we grow with our partners and sponsors. Our international
network (of partner companies, events and cyclist networks) has
been constantly growing and now consists of very stable, solid and
above all valuable forms of cooperation.
MARKETING VISION:
Team Vorarlberg is a brand, and as with any brand,
maintaining our image is an important task. Your company
communicates via this image. For this reason, we also position
ourselves by drawing on our full reserve of marketing know-how.
We strive to create an image mix of performance, lifestyle,
innovation and a high level of social commitment.
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FACTS
1999-2005
2006-2010
2011-2014
2015
2016
UCI GS3 team: Overall winners of the Brandenburg Tour, second place in the Tour
of Austria, state champions on road and mountain and time trial titles. Seventh
overall in the UCI world ranking list in 2005.
First Professional Continental Team in Austria.
Participant in the Tour of Flanders, Gent-Wevelgem, Hamburg Cyclassics, yellow
jersey in the Tour de Suisse, mountain jersey in the Germany Tour, second overall
and stage winners of the Bavaria Tour. Mountain jersey in the Tour of Austria,
overall winner of the Austrian Tchibo Top Cycle League.
UCI Europe Tour: Winners of the Austrian cycling federal league. Over 50 season
victories, 40 podium places and several championship titles in national
championship races. Victories in the national tours in Taiwan, Iran and China.
Our biggest success: Overall win by Victor de la Parte and two stage wins in the
Tour of Austria. Overall winner of the Fleche de Sud Tour.
3rd overall ranking in the Tour of Austria, overall victory at the Fleche du Sud
and victory in the Tour du Loir et Cher.
A
M
AZING
• 15 pro riders / 16 staff in the support team
• 42 racing bikes / 14 time trial bikes
• 120 wheelsets
• 6000 drinking bottles
• 78 items of clothing per cyclist
• 413 000 kilometres cycled by all riders
• 210 000 kilometres with fleet
• 120 days cycled in 13 countries
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BIG SUCCESS
Overall winner of the 67th Int. Tour of Austria UCI 2.HC 2015
3rd overall ranking in the 68th International Tour of Austria 2016
Photo left: “Victor de la Parte - Team Vorarlberg”
Photo right: “Patrick Schelling - Team Vorarlberg”
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sporting goals
The key goal of Team Vorarlberg is naturally to be promoted to the Pro Continental category. In addition,
we will show a strong presence at national and international championships and tours with a team of
young cyclists, highly interesting for the target groups.
international
• Tour de Suisse und Tour de Romandie (SUI)
• GP Lugano (SUI)
• GP Kanton Argau (SUI)
• Tour of California (USA)
• Tour Down Under (AUS)
• Tour of Taiwan (TWN)
• Tirreno - Adriatico (ITA)
• Tour de Pologne (POL)
• Flandern Rundfahrt and Gent - Wevelgem (BEL)
• Cyclassics Hamburg (GER)
• Rad am Ring - Nürburgring (GER)
• La Tour Mediterrannee (FRA)
• Boucles de la Mayenne (FRA)
• Tour de Luxembourg (LUX)
• Tour of China und Tour of Hainan (CHN)
• and many other prestigious one-day races and tours
NATIONAL
• Tour of Austria overall ranking and stage wins
• Wiesbauer cycling federal league overall win
• National championships
• International cycling criteria in the largest cities
As well as the high level of sporting relevance for the team, the local races
are an important advertising platform for our partners.
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MANAGEMENT &
SUPPORT CREW
Thomas Kofler is the founder and team
manager of Team Vorarlberg, which when it
was formed in 1999 still operated under the
name Team ÖAMTC Volksbank-Colnago. The
first highly promising results quickly followed
in the elite and U23 sectors.
From 2002, under his leadership, the first steps
were taken towards building a professional
team. By 2004, the first triumphs on
international asphalt were already achieved.
Thomas Kofler (AUT)
Team Manager
There were also successes in the following
seasons, while structures were continuously
improved and Team Vorarlberg became
established as a competitive team.
Marcello Albasini (SUI)
Sporting director
Sporting director:
Hans Innerhofer (AUT)
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Werner Salmen (GER)
Sporting director
Mechanics:
Georgi Hrischev (BUL)
Spas Gyurov (BUL)
Oliver Raidl (AUT)
Johannes Kofler (AUT)
Technical director
Physiotherapists:
Stefan Ivanov
Martina Hinteregger
Jasmine Rüscher
Back Office:
Jürgen Schatzmann
Assistants, helpers:
Bernhard Allgäuer
Christian Devigili
Raimund Liesinger
Homepage / press:
Michael Heinzle
Marketing:
Thomas Glinik (NATIVE MEDIA)

2017
PRO RIDERS
ONE OF OUR KEY
CONCEPTS IS TO
SUPPORT AND TRAIN
YOUNG CYCLISTS IN
PARTICULAR. IN THE 2016
SEASON, TOO, WE ARE
AGAIN FOCUSSING ON
YOUNG NATIONAL AND
INTERNATIONAL TALENTS
ALONGSIDE OUR MORE
EXPERIENCED RIDERS.
sebastian baldauf
BORN: 1989
Manuel Bosch
BORN: 1989
zsolt Dèr
BORN: 1983
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FRANCESC ZURITA
BORN: 1992
Gian friesecke
BORN: 1994
daniel geismayr
BORN: 1989
maximilian hammerle
BORN: 1993
reinier honig
BORN: 1983
patrick jäger
BORN: 1994
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michael kucher
BORN: 1993
fabian lienhard
BORN: 1993
lukas meiler
BORN: 1995
martin meiler
BORN: 1998
patrick schelling
BORN: 1990
théry SCHIR
BORN: 1993
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IMPRESSIONS
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MARKETING
events
PRO EVENT CYCLING SPORTS GMBH IS THE (CO-)
ORGANISER OF EVENTS BOTH ABROAD AND ON THEIR
OWN FRONT DOORSTEP. THESE EVENTS ARE NOT ONLY
IMPORTANT FOR SPONSORS AND PARTNERS, BUT ALSO
FOR THE GENERAL PUBLIC AND THE MANY FANS OF TEAM
VORARLBERG.
GP VORARLBERG NENZING
The traditional local race for Team Vorarlberg in the
cycling federal league attracts a large number of top
teams to Vorarlberg each year.
TRANS VORARLBERG TRIATHLON
After its sensational revival in 2012, this cult triathlon
will be held across Vorarlberg for the sixth time at the
end of August.
Criterion – Arlberg Giro
After a highly successful première in 2011, the status of
the race was confirmed in 2012-2015. Top-level cycling
on the Arlberg!
Cycling world championships in Innsbruck, 2018
Over 500 000 spectators along the route and millions of
viewers will be there! Something to really fire up Team
Vorarlberg, too!
Nürburgring – Rad am Ring
This year, a highlight of a very special kind is again
attracting over 10 000 participants in the 24-hour race.
One new event is also the professional UCI category 1.1 race!
Tour of Austria
The spectacular stage finish line locations in Vorarlberg
have also been successfully coordinated by Pro Event
GmbH for many years!
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MARKETING
press relations
TEAM VORARLBERG WRITES HEADLINES!
A media presence is essential for the team and its partners. We have access to countless press contacts
in the target countries, send out over 120 press, fan and partner newsletters every year and generate
several million viewings on the classic PR channels in the media landscape.
Sporting highlights such as the Tour of Austria, the Tour de Suisse, Tour de Romandie, Tour of Flanders,
Rund um Köln and many others are naturally also shown on TV.
A partnership guarantees your brand is placed on these unique advertising platforms at the best value for
money!
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ONLINE
Marketing
ON THE MOVE INTERNATIONALLY
11.151
Facebook followers
2046
STATISTICALLY, CYCLING HAS THE THIRD STRONGEST
PURCHASER SEGMENT ALONGSIDE RUNNING AND GOLF.
DEMOGRAPHIC SURVEYS INDICATE THE CONSIDERABLE
QUALITY STANDARD OF CYCLING ENTHUSIASTS AND THE
RESULTING HIGH CONVERSION POTENTIAL.
Team Vorarlberg sets a high benchmark on the market by implementing
modern technology, competent social media marketing and particularly
focusing on excellent visual content, rivalling a number of procontinental
teams. We therefore also act beyond national borders.
A further cornerstone of our marketing strategy is our support for
individual cyclists and their incorporation into an overall marketing
concept. Our cyclists’ activity on social media enables us to
communicate your brand much more personally and authentically than
simply by placing it within our direct channels. Benefit from the reach of
our riders in influencer marketing.
Twitter followers
1624
Online reports
*Google Alerts
The marketing measures developed for Team Vorarlberg are based
on a highly sustainable strategy. As an alternative to the classic
“quantity online PR” we have opted to focus on measures to promote
lead generation through content depth and quality for our partners.
To optimise frequency, we make almost exclusive use of the real-life
presence of our team at events, races, on TV, etc. We are convinced that
in this way, we can work more effectively to meet the expectations of
our sponsors and to provide content with greater relevance for our fans.
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41.523 583133
Key:
General data
Web page
Facebook
Web page users
Impressions
101.496 102348
+55%
Page retrievals
Interactions
1022 p. T. 5321
Best Day
USer
Post Sharing
3:54
+36%
Average visit
duration
1002
Instagram
followers
NEU!
On the basis of these results as well as some projections (such as from online reports), the Team
Vorarlberg brand reaches more than 9 million impressions online alone per season.
(Margin of fluctuation approx. +/-8%).
*Analysis period: 1st August 2016 to 1st May 2017 (also considers the social media reaches of various team riders, Trans Vorarlberg and
RadHaus)
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THE radhaus
TEAM HEADQUARTER
MORE IS BETTER: AN EXTRA SALES CHANNEL
The team headquarter have now developed into the main centre of competence for cycling sport
in Europe. Throughout the year, events, persentations and information days have been held in the
RadHaus. Here, the focus has been on professional, younger generation and amateur sport. The
experiences and feedback from the professional team are taken into account in all areas.
The fusion between a classic specialist store for bikes, accessories and a professional team is an
absolutely unique feature of Team Vorarlberg in the cycling sport landscape.
This combination not only offers maximum competence for customers when it comes to advice and
service, but also enables our equipment partners to place their products efficiently. Faster and more
sustainable return of investment.
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A comprehensive range of bikes and accessories, as well as special
features such as the first Cycle Cafe in Austria, generate maximum
customer satisfaction and attract around 3,500 customers to the
RadHaus every year.
Our team riders are regularly on site at the RadHaus, giving customers
the opportunity to meet them in person. These events naturally enjoy
a high level of popularity.
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FANCLUB
SUPPORT ASSOCIATION
The Team Vorarlberg fan club and support association offer
a sports opportunity for all fans, sponsors and friends of the
team to experience cycling and the professional cyclists right
up close.
As a sport, cycling means real-life emotions. These emotions
are brought together by the fan club platform in a professional,
very open and friendly way. However, it is not only a place that
attracts cycling enthusiasts, but also offers an opportunity to
network to people from all walks of life.
In marketing language, it is probably the ideal platform for
lead generation for your company/product!
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Statements
Thorsten Frahm
Marketing & Sales Profile Design
Denny Noe
Tannbergerhof - Lech am Arlberg
Partnership as added value is simply good fun,
because together, you also control projects and
business alongside sporting successes. Here,
human interaction, commitment to hard work
and loyalty are always a must – just like real
friends and partners!
I want to help promote cycling in Vorarlberg in
Lech! Since I am an avid cyclist, it is important for
me to also support this pro team! Also, I want to
expand cycling tourism in our region. Vorarlberg
is a famous country for cycling-holidays.
Dominik Dietrich
Hairstyling Dietrich
Rasmus Baekvad
Ceramicspeed
We are currently in the third season at Team
Vorarlberg. We see it as a perfect combination
of cycling and lifestyle. As we are accustomed to
ourselves, there is professional and ambitious
work going on here. Lots of different cogs are
coming together perfectly. We hope to have many
more years with this great team!
We are looking forward to the first year with the team.
We firmly believe our benefits from the collaboration
come in the form of the feedback the professionals
give us for the ongoing technical development of
our products. New business opportunities are also
created in the international marketing activities that
lead to networking or new partners.
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POSSIBILITIES
YOUR BRAND – IN THE RIGHT PLACE
AS A RESULT OF THE HIGH LEVEL OF ADVERTISING POTENTIAL, OUR NETWORK AND
THE UNIQUE STRUCTURE OF DIRECT MARKETING (RADHAUS AND EVENTS), PRESS
AND ONLINE MARKETING (WEBSITE, SOCIAL MEDIA ETC.), THERE IS A WIDE RANGE
OF ADVERTISING OPTIONS AVAILABLE. OUR EXPERIENCE IN PLACING OUR PARTNERS
GUARANTEES IDEAL POSITIONING FOR YOUR BRAND OR PRODUCT.
IMAGE
MARKETING
YOUR BRAND - OUR IMAGE
Attract new target groups with our marketing...
Measures: Print campaigns, online marketing measures, special
photoshoots with your products, and much more.
CLASSIC
MARKETING
CONSTANT, LONG-TERM ADVERTISING
The opportunities for classic advertising measures achieve a maximum
number of viewings. Measures: TV presence, radio spots, team apparel,
car fleet, website, social media, mailing campaigns, and much more.
INFLUENCER
LEAD
MARKETING
SPECIALS
PERSONAL RECOMMENDATIONS GENERATE TRUST
Online and offline recommendation marketing throughout the network
of: events, RadHaus, Cycle Café, fan club, etc. Measures: social media
interactions (Facebook likes, etc.), member-to-member campaigns, gift
token campaigns, benefits card, and much more.
WE BOOST YOUR SALES…
Target group-oriented and authentically communicated. Advertising for
your product with best performance.
Measures: product sales directly in the RadHaus, demographic social
media marketing, selected mailing campaigns, event placements, etc.
USE OUR PRO RIDERS…
Our team riders and crew will support you directly - at any time.
Measures: Riders give testimonials at trade fairs (e.g. Eurobike show,
Taipeh show) for you as an equipment partner, riders accompany you to
events, you accompany us on tours and to events on the Team Vorarlberg
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SPONSORING
„WE CONSIDER OURSELVES AMBASSADORS FOR YOUR BRAND AND YOUR
COMPANY. AND OUR VISION FOR COMPREHENSIVE SPONSORING DOESN’T
JUST INVOLVE ACHIEVING A RETURN ON INVESTMENT AS QUICKLY AS
POSSIBLE. IN OUR EYES, A POSITIVE SYNERGY, TRUST AND CONVICTION IN
TERMS OF CONTENT FORM THE BASIS OF ANY SUCCESSFUL PARTNERSHIP. “
A few key facts about the marketing potential of cycling as a sport in general, and Team
Vorarlberg in particular:
• The UCI Continental category achieves approx. 450 million views per season. Team
Vorarlberg generates at least 11 million direct views via the events, PR and online marketing
channels.
• According to market surveys conducted by the UCI-ISL Institute, on statistical average (of the
usual cycling sports countries in Europe), approx. 35% of the population characterises itself
as being occasionally interested in cycling.
• Other demographic surveys show that to a significant degree, the core group of cycling fans
are in higher income brackets than e.g. football fans.
• Our aim is to advance to the UCI Pro Continental category in order to achieve an increase
in our current market value to at least 9 to 15 million Euros. Thanks to our new marketing
and communications concept and huge TV and PR reach in this category, this is a realistic goal.
We would be delighted to welcome YOU as a partner in our successful team. We will be
happy to prepare a cooperation proposal tailored to your company, with the primary aim
of placing your brand precisely on the market you want.
Unique benefit: we adjust our race selection according to our partners’ wishes!
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Impressum
Imprint
Sponsorenkonzept
Concept 2018
Kontakt: Contact:
Pro Event Cycling Sports GmbH
Langgasse 108
6830 Rankweil – AUSTRIA
+43 664 132 7396
www.team-vorarlberg.com
office@proevent-cycling.at
Konzeption: Concept: Team Team Vorarlberg & NATIVE & NATIVE MEDIA MEDIA
Gestaltung: Design: NATIVE NATIVE MEDIA MEDIA
Fotografie: Photography: Huber Huber Images, Alexander Duelli
Stand: Date: 6/2017 Mai 2017
www.team-vorarlberg.com
PROFESSIONAL CYCLING