Sponsorenkonzept ENG

CONCEPT
CYCLING AT ITS BEST
www.team-vorarlberg.com
PROFESSIONAL CYCLING TEAM

“CYCLING AS A SPORT IS TEAMWORK. AS A TEAM, WE NOT ONLY CONQUER STAGES, BUT
ALSO OUR OWN BOUNDARIES.”
THOMAS KOFLER (TEAM MANAGER)
Everything
under
one roof
For 18 years, both professional and amateur
sport has been promoted and actively co-created.
Pro Event is based in Rankweil (close to the
border with Switzerland, Liechtenstein and
Germany), in the same place as RadHaus, which
is not only a specialist store offering high-quality
bikes and equipment, but is also the home of
Team Vorarlberg. This means that everything is
under one roof.
BEHIND EVERY SUCCESSFUL SPORTS
TEAM THERE IS A STRONG COMPANY. IN
THE CASE OF TEAM VORARLBERG, THIS
IS PRO EVENT CYCLING SPORTS GMBH.
Pro Event also works as an organiser of sports
events such as the GP Vorarlberg and the
Trans Vorarlberg Triathlon.
Pro Event Cycling Sports GmbH is a combination
of RadHaus, Team Vorarlberg, the support
association “Radsport vor dem Arlberg” and
event management.
2

STRUCTURE
Pro Event Cycling Sports GmbH
TEAM
RADHAUS
EVENTS
FANCLUB
RIDERS & CREW
TEAM FAN SHOP
PROFESSIONAL
SPORT
SUPPORT
ASSOCIATION
PARTNERS
TEAM HQ
AMATEUR SPORT
SUPPORT
NETWORK
MEETING
POINT
NEXT
GENERATION
NETWORK
CYCLE CAFÉ
VORARLBERG
3

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.
4

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.
3. Overall place at the Tour of Austria. Overall winner of the Fleche de Sud Tour
and the Tour de Loir et Cher.
A
• 14 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
M
AZING
5

BIG SUCCESS
Overall winner of the 67th Int. Tour of Austria UCI 2.HC 2015
3. Overall Place of the 68. Int. Tour of Austria UCI 2.HC 2016
left picture: “Victor de la Parte - Team Vorarlberg”
right picture: “Patrick Schelling - Team Vorarlberg”
6

SPORTING GOALS
The key goal of Team Vorarlberg is naturally to be promoted to the Pro Continental category. We also
hope to create a strong impression and make our mark in the national and international championships
and tours with our team of young cyclists who are also of great interest to our target groups.
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.
INTER-
NATIONAL
• Tour de Suisse and Tour de Romandie (SUI)
• Tour of California (USA)
• Tour Down Under (AUS)
• Tour of Taiwan (TWN)
• Tirreno - Adriatico (ITA)
• Tour de Pologne (POL)
• Tour of Flanders and Gent - Wevelgem (BEL)
• Cyclassics Hamburg and “Rund um Köln” (GER)
• “Rad am Ring” - Nürburgring (GER)
• La Tour Mediterrannee (FRA)
• Boucles de la Mayenne (FRA)
• Tour de Luxembourg (LUX)
• Tour of China and Tour of Hainan (CHN)
• World Cycling Championships
• and many other prestigious one-day races and tours
7

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.
Werner Salmen (GER)
Sporting director
Sporting directors:
Daniel Hirs (SUI),
Hans Innerhofer (AUT)
8
Johannes Kofler (AUT)
Technical manager
Mechanics:
Raimund Liesinger (AUT),
Spas Gyurov (BUL)
Physiotherapists:
Stefan Ivanov (BUL),
Martina Hinteregger,
Jasmine Rüscher,
Petra Lorenzin
Back office:
Lisa-Maria Pettinger,
Jürgen Schatzmann
Assistants, helpers:
Bernhard Allgäuer,
Christian Devigili,
Johannes Schwarzmann
Website / press:
Michael Heinzle
Marketing:
Thomas Glinik (NATIVE MEDIA)

2016
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.
DÈR ZSOLT
SÉRGIO DE SOUSA
Born: 1986 Born: 1983
9

JÄGER PATRICK
Born: 1994
KORETZKY CLÉMENT
Born: 1990
LEHNER DANIEL
KUCHER MICHAEL
Born: 1994 Born: 1993
10

MEILER LUKAS
Born: 1995
PORZNER MANUEL
Born: 1996
SCHREIBER MANUEL
Born: 1990
UMHALLER THOMAS
Born: 1995
11

SCHELLING PATRICK
Born: 1990
WINTER NICOLAS
Born: 1989
YAMAMURA AKINORI
Born: 1995
ZURITA FRANCESC
Born: 1992
12

IMPRESSIONS
13

14

15

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 fifth 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!
16

MARKETING
PRESS COVERAGE
“TEAM VORARLBERG IS THE OVERALL
WINNER OF THE TOUR OF AUSTRIA 2015!”
- THE BIG HEADLINE OF THE CYCLING SPORT
YEAR IN 2015!
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 that your brand will be placed on these unique advertising platforms.
17

ONLINE
MARKETING
13.213
Facebook followers
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.
Through its implementation of modern technical instruments,
competent social media marketing and above all, its focus on
outstanding visual content, Team Vorarlberg sets a high benchmark in
the online sector and conducts analyses with other Pro Continental
teams.
2021
Twitter followers
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 in a far more personal and authentic way
than through simple placement. Strengthen the authenticity of your
company/product through the image of our sports personalities.
1821
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.
18

41459 593741
Key:
General data
Web page
Facebook
Web page users
Impressions
58590 113237
Page retrievals
Interactions
788 p. d. 6712
Best day
users
Post shares
2:39 34.8%
Average visit
duration
Growth compared to the
previous year
Figures from these results and from our own calculations (e.g. based on online reports), the Team
Vorarlberg brand achieves over 8 million pure online impressions every season.
(Fluctuation range of approx +/- 7%).
*Analysis period: 01 March 2015 to 01 August 2016 (also includes social media reaches of the team riders, Trans Vorarlberg and RadHaus)
19

THE RADHAUS
TEAM HEADQUARTER
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.
20

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.
21

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!
22

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.
Armin Böhler
tip kommunikations gmbh
Sabine Treimel
Brauerei Fohrenburger
Team Vorarlberg and tip kommunikations gmbh
are about to enter their 15th year of a great
partnership that has been beneficial to both sides!
The main reasons are our tireless activities on
behalf of our sponsors and the maintenance of a
sensational network by team manager Thomas
Kofler.
We have been partners and sponsors of Team
Vorarlberg right from the start, and are proud of
that fact! Cycling and beer are an ideal match.
Team Vorarlberg has given cycling a real boost in
Vorarlberg, with great achievements such as in the
Tour of Austria, as well as in other sports events such
as the Trans Vorarlberg.
23

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
MARKETING
LEAD
MARKETING
SPECIALS
24
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
bus, etc.

SPONSORING
“OUR VISION FOR FULL-CONTENT SPONSORING IS NOT ONLY TO ACHIEVE A
RETURN ON INVESTMENT IN THE FASTEST POSSIBLE TIME. IN OUR EYES, A
POSITIVE SYNERGY, TRUST AND CONVICTION IN TERMS OF CONTENT FORM THE
BASIS OF ANY SUCCESSFUL PARTNERSHIP.” THOMAS KOFLER (TEAM MANAGER)
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 look forward to welcoming YOU as a new partner in our successful team. We will be
happy to create a tailor-made cooperation offer for your company. Get in touch - we look
forward to hearing from you!
25

Imprint
Sponsor concept 2016
Contact:
Pro Event Cycling Sports GmbH
Langgasse 108
6830 Rankweil – AUSTRIA
+43 664 132 7396
www.team-vorarlberg.com
office@proevent-cycling.at
Concept: Team Vorarlberg & NATIVE MEDIA
Design: NATIVE MEDIA
Photography: Huber Images, Alexander Duelli
Date: 10.08.2016
www.team-vorarlberg.com
PROFESSIONAL CYCLING