Communication Strategy for the Formation of a Professional Cycling Team

Customer's question

BEAT Cycling Club wanted to shake up the cycling world by establishing a professional cycling team with a club structure. The journey toward that goal was quickly dubbed #RoadToBEAT. The cycling club needs a sustainable revenue model, consisting of sponsorship funds, membership fees, and merchandise sales. BEAT asked us to support them with strategic communication and—together with other partners—to ensure its implementation.

Result

Through our efforts, we have laid a textual foundation that serves as the basis for our approach and communication strategies. The early press outreach regarding the club’s founding resulted, among other things, in an article in Trouw. The signing of Theo Bos as the first rider for BEAT’s new track team caused quite a stir in the sports media. The press strategy also led to features on Nieuwsuur and Langs de Lijn en Omstreken.

IVRM Approach

Since a completely new organization had to be established, the collaboration began with message development. The business plan served as input for the strategic session. This resulted in a corporate message that was tailored to the various target audiences.

The next step was to develop content for various platforms based on the core message. At each stage of development, we provide BEAT with communications advice and practical PR support. On the one hand, by sharing news stories through press releases and social media; on the other hand, by engaging in media outreach to promote BEAT’s vision for cycling, both on the road and on the track. We then infused the brand with thematic depth. This included having the cycling club discuss the social value of sports in relation to integration and participation in broadcast media.

About the customer

BEAT Cycling Club is the first professional cycling club to give cycling enthusiasts a chance to be part of professional cycling. BEAT is the fastest-growing cycling club in the Benelux, with thousands of dedicated supporters and members.

In the summer of 2017, BEAT launched the first commercial UCI track team in the history of Dutch track cycling, which has already achieved success with victories at World Cups and national championships. In 2018, BEAT also introduced a UCI Continental road team that made its debut in the peloton and aims to become the first club ever to compete in the Tour de France. In 2022, BEAT is working hard to achieve Pro-Continental status (the second-highest level in road cycling).