With a focus on the cycling and triathlon market, Sponge will draw on its network of contacts in the cycling media as well as the wider press. It will also showcase the different brands attending the show to a wide audience of cycling enthusiasts.
This will include key new product launches, interactive experiences and exclusive offers on a range of products and cycling experiences from over 500 brands, from Pinarello and Bosch to Jet2holidays.
Jane Hansom, Director of Sponge Marketing, said “We are thrilled to have been tasked with amplifying such a key event of the year. Cycling is growing in popularity year on year and we can’t wait to spread the word to as wide an audience as possible.”
This year’s show, held at the NEC in Birmingham on 13-15 September (with 12 September a trade/press day) ‘promises to be bigger and better than ever’. The show organisers note that the show ‘will have something for everyone from road cyclists to mountain bikers, leisure cyclists and commuters.’
Karen Dodd, Marketing Manager for The Cycle Show said “Sponge has an excellent track record of promoting brands and events and we are delighted to be working with them to make our event the best-attended show to date.”
Earlier this year, Immediate Media, the owner of media brands such as bikeradar, cyclingnews and 220 Triathlon, confirmed the acquisition of Upper Street Events, one of the UK’s leading producers of consumer enthusiast events. The acquisition of Upper Street saw Immediate Media take over the Cycle Show – the largest bike show in the UK, based at Birmingham’s NEC.