Sigma Sport, ‘the largest road cycling and triathlon store in the UK’, and leading bike manufacturer Trek have joined the family of brands working with mass participation events company Human Race. Both brands will sponsor the portfolio of 11 cycling and triathlon events for the 2017 and 2018 seasons, aiming to increase awareness of their offering and products through aligning themselves with one of the UK’s leading event organisers.
Through the partnership the retailer and bike brand will have access to over 250,000 cycling and triathlon enthusiasts and will work with Human Race to engage with these athletes across email, web and social channels as well as live at the events.
To celebrate the new partnership Sigma Sport will be offering bespoke discounts for participants in Human Race events, whilst Trek will be offering Human Race members the ‘chance to win a dream Trek bike worth £9,000’. The lucky winner will get to choose a Project One Domane, Madone, Silque or Emonda, with their choice of model, paint job, components and fit.
Calvin Cox, Head of Marketing at Sigma Sport, said “We’re delighted to once again be working with Human Race in 2017, supporting participants across a range of road cycling and triathlon events. We aim to provide our customers with the best experience in the industry and our partnership with a world class events company like Human Race will extend our awareness amongst an enthusiastic audience”
“We are extremely excited to announce our partnership with Human Race,” said Helen Guesford, Marketing Manager for Trek UK. “Human Race’s experience and professionalism in delivering mass participation cycling events has been proven over 27 years of popular events with an engaged following, and the association is a great fit for the Trek brand and products.
“People on bikes make the world a better place; at Trek we are determined to inspire more people to ride more often, and enjoyable events like these are a great way to have fun on the bike, whether you’re new to cycling or racing at the highest echelon of the sport.”
Nick Rusling, Human Race Events CEO, said “We aim to deliver world class event experiences for our participants and for us this means aligning ourselves with world class brands. As such, we are delighted to renew our relationship with Sigma Sport and welcome Trek Bikes into our world. This year is shaping up to be the biggest yet for our cycling and triathlon events and these key partnerships underline the strength of our event portfolio.”