Sigma Sport, the largest road cycling and triathlon store in the UK, and leading bike manufacturer Trek have joined the family of brands working with mass participation events company Human Race.
Both brands will sponsor the portfolio of 11 cycling and triathlon events for the 2017 and 2018 seasons, aiming to increase awareness of their offering and products through aligning themselves with one of the UK’s leading event organisers.
Through the partnership they will have access to over 250,000 cycling and triathlon enthusiasts and will work with Human Race to engage with these athletes across email, web and social channels as well as live at the events.
To celebrate the new partnership Sigma Sport will be offering bespoke discounts for participants in Human Race events, whilst Trek will be offering Human Race members the chance to win a dream Trek bike worth £9,000.
The lucky winner will get to choose a Project One Domane, Madone, Silque or Emonda, with their choice of model, paint job, components and fit.
Calvin Cox, head of marketing at Sigma Sport, said of the partnership: “We aim to provide our customers with the best experience in the industry and our partnership with a world class events company like Human Race will extend our awareness amongst an enthusiastic audience.”
Helen Guesford, marketing manager for Trek UK, said: “Human Race’s experience and professionalism in delivering mass participation cycling events has been proven over 27 years of popular events with an engaged following, and the association is a great fit for the Trek brand and products.”
Nick Rusling, Human Race Events CEO, said: “This year is shaping up to be the biggest yet for our cycling and triathlon events and these key partnerships underline the strength of our event portfolio.”
