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Shimano Appoints M&C Saatchi Sport & Entertainment Amsterdam


Agency will focus on maximising Shimano’s presence by bringing their iconic blue to the courses this summer

Shimano Appoints M&C Saatchi Sport & Entertainment Amsterdam

Shimano has brought in sponsorship and passion marketing specialists, M&C Saatchi Sport & Entertainment Amsterdam, to activate their new multi-year partnership with the A.S.O. – which will see riders in all A.S.O. women’s and men’s races supported by Shimano’s world class neutral support.

Building on their historical La Vuelta partnership, Shimano and A.S.O. have extended their collaboration to Le Tour de France – which commences this week – along with prestigious classics such as Paris-Roubaix, Liège-Bastogne-Liège, Flèche Wallonne, Paris-Tours and events such as L’Etape du Tour de France and Roc d’Azur.

M&C Saatchi Sport & Entertainment will focus on maximising Shimano’s presence by bringing their iconic blue to the courses this summer, alongside a series of activations to connect with cyclists of every age and ability, as Shimano brings 20 years of neutral support experience and know-how to support all riders in selected A.S.O. races.

This week’s Tour de France Grand Départ in Brest, France will see the first Shimano Clubhouse fan activation at the official Le Tour Fan Park featuring a first-hand chance to see the Shimano Neutral Support car, a unique gallery of great Tour moments, a Zwift challenge, and a chance to look at some of the very best elite team bikes up close.

This will be supplemented by online content and further activations planned at Laval, Albertville and Libourne, before culminating in Paris on 18 July.

Myron Walraven, International Sports Marketing & Events Manager, Shimano said: “In the one hundredth year of our existence we are very excited to start a new chapter in our sports history. We are proud to announce a partnership to support the A.S.O.’s events with neutral support and we are thrilled to be working with M&C Saatchi Sport & Entertainment to ensure we have world class brand activities to go with the world class racing and technical support.”

Toan Ravenscroft, Managing Partner, M&C Saatchi Sport & Entertainment, Amsterdam commented: “Shimano has a very special place at the heart of cycling and with cycling fans, so we are honoured that they have trusted us to help them maximise the new partnership. Shimano has a great opportunity to connect with cyclists of whatever age and ability, whether its a child getting on their bike for the first time or an elite competitor – we want everyone to feel part of one big Shimano team.”

Shimano represents the latest addition to M&C Saatchi Sport & Entertainment Amsterdam’s growing roster of clients, having opened at the beginning of 2020 to service founding clients, Heineken and Reebok. 

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Categories: Bikes, Automotive

M&C Saatchi Sport & Entertainment Amsterdam, Wed, 23 Jun 2021 13:39:00 GMT