WORK . ALPECIN
Alpecin: World Championships Sponsorship Activation
Client
Campaign & Content
Events & Sponsorship Activation
Influencer Marketing
PR & Comms
Services
Fusion Media negotiated sponsorship for Alpecin at the UCI World Championships 2019 in Yorkshire. As part of the event activation, Fusion developed and delivered their ‘mobile barber camper’ pop-up, which was a hit with riders and influencers.
Alpecin is Germany’s leading shampoo brand and Fusion worked with top barbers to give pro cyclists special treatment ahead of their big races at the Worlds. Fusion used a broad toolkit to get the best out of this project, including sponsor activation, host media and influencers at UCI World Champs, press office and media coverage, host, VIP, and media ride-outs.
As well as the activation, Fusion secured media interviews with riders which gave added exposure to the activation. This included an in-depth interview with Mathieu van der Poel on the BBC’s main coverage.
Project Description
21
Pieces of Coverage
100m
Total Reach (million)
“‘Working with fusion was one of my most successful experiences of collaborating with an external agency. Fusion delivers a professional workflow combined with an exceptional sense of fun and passion for their work. Fusion is always on point without trying to be in the spotlight themselves. Looking back I have really good memories of the activations we have created together.”
– Jörg Ludewig, Head of Sportmarketing, Dr. Kurt Wolff GmbH & Co. KG