Cycling safety specialist Cycliq Group Limited (ASX: CYQ) has signed a sponsorship arrangement with Australian Tour de France champion Cadel Evans.
Cadel Evans will be a brand ambassador for Cycliq over the next 12 months to jointly promote the role of Cycliq’s devices in keeping cyclists safe on the roads.
As part of the agreement, Cadel Evans will develop video content in which he speaks about his career, experience, tips for cyclists and the safety aspects of Cycliq’s products.
“Road safety is an issue that I’m passionate about and I’m pleased to be working with this innovative Australian company that’s making it safer for cyclists on the road,” Mr Evans said.
The addition of Cadel Evans to Cycliq’s sponsorship portfolio, strengthens the company’s brand position as a leading supplier of quality bike accessories for cyclists.
It builds on the sponsorship platform which includes an agreement with Caleb Ewan.
“Some of the biggest names in global cycling are lending support to the Cycliq brand reinforcing our credibility as a trusted supplier of safety devices for cyclists,” said Cycliq Executive Chairman Chris Singleton.
Another pillar of Cycliq’s global marketing strategy has been the development of shareable video content for social media.
“Cadel Evans will be generating video content that we can share across Cycliq’s growing community of supporters. We believe our social media followers are the best advocates for promoting our products to new customers,” said Mr Singleton.
Online sales account for a significant portion of Cycliq’s revenue, which underpins the company’s strategic focus on digital and content marketing.
“We have leveraged user generated content to cultivate a passionate and highly engaged following. This approach is building the Cycliq brand and driving increased sales,” said Mr Singleton.
Cadel Evans has a significant social media presence, with more than 140 thousand followers on Facebook and 347 thousand followers on Twitter.
“I’m excited to be working with Cycliq to promote the road safety message. Being safe on the road is in the best interest of all road users.