Campaign 'Part of the Team'

Shimano scores offline and online with sports

Japan's Shimano is an indispensable name in cycling. As the world's largest manufacturer of bicycle components, Shimano not only supports several World Tour Cycling teams with their expertise, but also through sponsorship. To boost their popularity among cycling enthusiasts, Shimano has enlisted the expertise of Capital Sports.


At full speed, we started working for Shimano a few years ago. Our focus was specifically on Team Sunweb, the former home of Giro winner Tom Dumoulin and the team of which Shimano was one of the title sponsors for almost 15 years. The strong bond between the manufacturer and the team inspired the 'Part of the Team' campaign that Capital Sports rolled out to Cervélo dealers, also partners of Team Sunweb. Shimano attracted attention in the shops with life-size displays.

Shimano was also part of the team online. Through social media posts, videos and banner campaigns, Capital Sports generated a lot of traffic to a special action page. Bike lovers from the Netherlands, Belgium and Germany had a chance to win unique prizes. What was there to win? An exclusive chance to be 'Part of the Team' themselves: the winners were present as VIPs at the start of the Tour de France in 2021 and had the opportunity to participate in a clinic by Team Sunweb.

The promotion exceeded all expectations, with a reach of millions, thousands of entries, satisfied dealers, some lucky winners and a happy customer. Other teams saw the success and joined the lead. The campaign continued in many European countries with Team DSM and Cannondale Factory Team, among others.

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