For the next two cyclocross seasons, Simac will be Official Partner of the UCI Cyclo-cross World Cup. The initiative of this sponsorship contract comes from the Belgian arm of the international IT company. They explicitly want to work on increasing their brand awareness. Given the international character of the UCI Cyclo-cross World Cup, Simac companies in the Netherlands, France, Luxembourg and the Czech Republic will also benefit from this sponsorship deal.
Sponsoring cycling races
Simac is no stranger to the world of cycling. The IT company is main sponsor and namesake of the Simac Ladies Tour, the Veenendaal-Veenendaal cycling classic is sponsored and for more than ten years Simac has been main sponsor of the Simac Omloop der Kempen. Experience with cyclo-cross was gained by acting as main sponsor of the European Championships three times.
"In particular, the positive experience with the European Cyclo-cross Championships led to our sponsorship of the UCI Cyclo-cross World Cup. We were looking for a way to further increase our brand awareness in Belgium. For many years we have operated somewhat under the radar, now it is time to show our face more often. We are convinced that this sponsorship deal will certainly enable us to do so. And an added advantage is that our international sister companies will benefit along with us."
For good advice for this choice, the professional sports marketing agency RJ Sports Marketing was called upon. They are also responsible for the proper follow-up of this sponsorship deal.
The UCI Cyclo-cross World Cup is organized by Flanders Classics. Chris Mannaerts, cyclo-cross coordinator at Flanders Classics: "We are delighted to welcome Simac as one of our official partners. This renowned IT company fits perfectly into our portfolio of quality brands. The fact that Simac is no stranger to cycling shows that, like us, they have a heart for cyclo-cross. We are therefore enormously looking forward to joining forces."
The UCI Cyclo-cross World Cup starts on Sunday, Oct. 9, with a race in Waterloo, USA. The final race is on Jan. 29 in Besançon, France. A total of 14 races will be held in eight countries (United States, Belgium, France, Ireland, Italy, the Netherlands, Spain and the Czech Republic).