In the episode, we dive into the intricate world of sports marketing in professional cycling. From his early days as an amateur racer and product tester to global sports marketing manager, Nicolo shares his insights on what makes successful sponsorships work. The complexities of world tour team partnerships and the evolving dynamics of cycling sponsorships. He discusses everything from the multi-million Euro costs of the world tour bike sponsorships to the critical importance of activation strategies. Offering a rare behind the scenes look at how brands leverage their investments in professional cycling.
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