Part of the team

The part in partnership

Japanese metal fabricator Shimano is inextricably linked to cycling for many cycling enthusiasts. Not for no good reason, as they are the biggest supplier of bike parts in the world. As experts, they assist many World Tour Cycling teams. Not just with their knowledge, but also through sponsorships. To increase their brand awareness among fans, Shimano knocked on the door of Capital Sports.

Campaign image Part of the Team with Team Sunweb for Shimano
Campaign image Part of the Team with Team Sunweb for Shimano
Campaign image Part of the Team with Team Sunweb for Shimano

Naturally, we immediately went into top gear for Shimano. In our approach, we focused specifically on Team Sunweb, the former home of Giro winner Tom Dumoulin. In fact, Shimano was one of this team's title sponsors for almost 15 years. To say that the manufacturer and the team maintain a warm relationship is an understatement.

Indeed, for Team Sunweb - now cycling around as Team DSM - Shimano is truly 'Part of the Team'. That strong mutual bond was the inspiration for the campaign Capital Sports rolled out at all dealers of the bike brand Cervélo, also a partner of Team Sunweb. With life-size displays, Shimano attracted attention in the shops of this brand.

Shimano was Part of the Team not just offline, but also online. Through posts on social media, videos, and banner campaigns, Capital Sports generated a lot of traffic to a special action page. Cycling enthusiasts from the Netherlands, Belgium, and Germany competed for the prizes. What could they win? A unique chance to be Part of the Team themselves: in 2021, the winners of the promotion attended the start of the Tour de France as VIPs and were allowed to participate in a clinic by Team Sunweb.

Yellow jersey for Capital Sports
The campaign achieved and exceeded every predetermined goal. With a reach of millions, thousands of registrations, dozens of satisfied dealers, some very happy winners, and a satisfied customer, Capital Sports can say that it has won the yellow jersey. Other teams saw the success and decided to join the lead group. Among others, the campaign continued with Team DSM and Cannondale Factory Team.

Discuss tactics?

You're welcome at Visma - Lease a Bike Service Course

Also in our hall of fame

More success stories

Raymond van Barneveld in his younger years

JVH Gaming
Van Barneveld

Before the name Raymond van Barneveld became known, darts was a game people played in the pub. Just throwing some darts for fun. In the same way, the man later nicknamed "Barney" started out on his road to glory.

Shaquille O'Neal plays with a small basketball

Invicta Watch
Shaquille O'Neal

No one can ignore the legend Shaquille O'Neal. But his 2.16 meters and 147 kilos are not the only reason. Shaq is one of the most dominant and influential players in the history of the highest basketball league in the world: the NBA.

Laughing PSV players at a photoshoot for Anycoin Direct

Anycoin Direct

Despite its Dutch roots and success in Europe, Anycoin Direct does not yet occupy the nr. 1 position in the Netherlands when looking at the ranking of number of users. This is something they want to change with the sponsorship of PSV. 

Cyclist Plantur-Pura in action

Trespa Intern.

What happens when individual cyclocross champions unite in a cycling team? That's what the founders of the women's cycling team Plantur-Pura wondered. In 2020, they gathered cyclocross champions from all around the world.