Bicycling Australia has secured an exclusive partnership with sports broadcaster Eurosport to promote popular Gran Fondo cycling events, the Bowral Classic, Clare Classic and recently announced Noosa Classic.
The relationship will see Eurosport named as exclusive TV promotional partner to each event.
The pan-European television sports network, which is owned by Discovery, is the Australian home of European spring cycling classics as well as two of the three grand tours, the Giro d'Italia and Vuelta A España.
New ads for Bicycling Australia's classics series will air on Eurosport during this year’s 101st edition of the Giro d’ Italia, as well as in the lead up to the Clare Classic on 8 April, the Noosa Classic on 26 August and the Bowral Classic on October 21.
Check out the creative below.
James Yaffa, publisher of Bicycling Australia parent company Yaffa Media, says the partnership is designed to draw amateur and professional cyclists closer together.
“Having the market-leading, world-class broadcaster take an interest in our growing, local-level Gran Fondo series is a fascinating synergy," Yaffa said.
“It’s a great parallel that binds the cycling world together - the professionals and the major races we watch on Eurosport and amateurs looking up to their heroes whilst also striving to be their personal best."
Joe Revill, Discovery's director of advertising and brand partnerships said the partnership was a natural fit.
“We are very proud to partner with Bicycling Australia and its successful Classic Events,” he added.
“Eurosport is the home of cycling in Australia, delivering our audience top tier events from around the world as well as showcasing local races. We’re excited to be strengthening our support of Australian events with the Classic series.”
Bicycling Australia's annual Bowral Classic has drawn strong interest from media and advertising cyclists in the two years it has run.
Registrations to take part in the Clare Classic, Noosa Classic and Bowral Classic are open.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.