Our long-standing collaboration with Shimano has seen many successful years, and in 2025 this trusted partnership has been further deepened. In our role as strategic consultants, we support Shimano in maximizing the value of sponsorship agreements with leading cycling organizations. Specifically, we provide guidance on how these partnerships can effectively contribute to brand equity, visibility, and relevance within the international cycling scene. A striking new example of this is our contribution to the collaboration between Shimano and Warner Bros. Discovery (WBD) in the Mountain Bike World Series. Additionally, in 2025 we were actively involved as an execution partner in various brand activations during events organized by the UCI, A.S.O., and WBD.
The World’s Biggest Cycling Events
To activate the Shimano brand powerfully and consistently across top-tier events, we were present at a wide range of locations throughout the season. For the first time, we were also involved in several prestigious A.S.O. events, including Paris-Roubaix, the Grand Départ of the Tour de France, and L'Étape du Tour Femme. We also contributed to Shimano’s brand experience at the Mountain Bike World Series in Nové Město na Moravě (Czech Republic), Pal Arinsal (Andorra), and Les Gets (France). In addition, we supported Shimano at UCI events such as the Gravel World Championships in The Netherlands. The absolute highlight of the season was the UCI MTB World Championships held across various locations in Switzerland, where we played a central role in Shimano’s brand activations.
Brand Activations
This year, visitors at various events once again had the opportunity to experience high-quality Shimano components firsthand in the Shimano Test Areas. These test zones are continuously being developed, with this year’s highlight being the most extensive Shimano Test Area to date realized in Crans-Montana, Switzerland, during the UCI MTB World Championships. In addition to upgrading existing brand activations, we actively contribute ideas for new concepts that enhance brand experience. This year, we introduced the following three new activations:
- The Pitstop Challenge, where visitors could test their speed and precision in bike maintenance.
- Personalized stem caps through on-site engraving, allowing participants to create a unique souvenir.
- The T-shirt Gun, offering a playful way to distribute Shimano goodies.
With a successful close to 2025, we look forward to further strengthening our partnership with Shimano in 2026!
