Longest partnership

A strong tandem for 10+ years

Dutchies and their bikes have been inseparable for years. The racing bicycle has also won a place in the hearts of many Dutch people. How could it be otherwise, with international success in major tours such as the Tour, Vuelta and Giro? Heroes on bikes are also welcome guests at Capital Sports.

Best team
This is clear from the fact that we have been working with the team now known as Jumbo-Visma for more than a decade. We knew them before, as LottoNL-Jumbo and before that as Belkin. In those years, we have seen the team grow into a well-oiled machine in which athletes such as Jonas Vingegaard, Primoz Roglic, Wout van Aert, Dylan van Baarle and Marianne Vos achieve one success after another.

Dylan van Baarle wint Nederlands Kampioenschap voor Team Jumbo-Visma
Primoz Roglic wins time race in Giro d'Italia
Jonas Vingegaard of Team Jumbo-Visma and Tadej Pogacar in Tour de France
Cyclists Team Jumbo-Visma in Tour de France

Yet that success was not there from day one. Richard Plugge, general manager, said: "The first years were survival. The main issue then was to make sure we were still there as a team." Establishing a long-term vision changed that. With success. Team Jumbo-Visma was the best team in the world in cycling year 2022.

Servant role
As Capital Sports, we are closely involved in that success. Since 2021, we are even located in the same building where Team Jumbo-Visma has its headquarters. As a result, the lines are short and we can fulfil our servant role behind the scenes as professionals. This way, not only the athletes can string their successes together, but also the sponsors and supporters.

Although we are close to each other in Den Bosch, Team Jumbo-Visma and Capital Sports also often meet outside the Brabant capital. For example, at the start of the Tour de France to encourage the athletes. Or in the broom wagon during a classic such as Liège-Bastogne-Liège. And sometimes even when handing out water bottles to the team's riders.

On top of the action
We do not do this encouragement alone. We often take clients and partners along to experience Team Jumbo-Visma's performance up close. In 2022, we were there when Jonas Vingegaard won the general (yellow jersey) and mountain classification (polka dot jersey) of the Tour de France and Wout van Aert won the points classification (green jersey). And at other major tours, too, you will find us - together with clients - along the track on a regular basis.

Here we experience moments that inspire us and our clients to take up the challenge themselves. Together we go for the win. On every level. In creative campaigns, effective (online) marketing and successful activations for fans and sponsors. This is how we take Team Jumbo-Visma Cycling further to the top.

Activations
Over the years, we have developed various campaigns and successful activations for the team. One of these was Pioneer Power Proof. Like any industry, cycling also keeps track of more and more data. What is special is that you can use this data to read which cyclist you are dealing with. For example, do you see a rider cycling fast up the mountain and then finishing the stage slowly? Then you are dealing with a domestique of the leader.

Recognise the cyclist. Exactly that was the task fans were given with the Pioneer Power Proof activation. During each stage, fans were shown a picture of the course, including altimeters, in an app. In addition, they saw the performance of one of the riders. The fans who could guess to which athlete the data belonged had a chance to win Pioneer Headphones. With the activation, Team LottoNL-Jumbo managed to keep fans enthralled throughout the Tour de France. In this way, the cycling team and their sponsor Pioneer collected new leads in a unique way.

In addition to one-off activations, Capital Sports supports Team Jumbo-Visma in several communication areas. We help with sponsor acquisition - Capital Sports played a role in the establishment of the partnership with Visma - and are responsible for design and (social) advertising. This is how we get the most out of marketing for the team.

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