In January at the official Launch of the German team at Münster-Osnabrück, Germany, Sunweb outlined their responsibilities and intentions within the sport of cycling. As one of the major investors within the sport, Sunweb has highlighted that they will be actively taking a strong stance against doping.
New culture and mindset in the sport of cycling since the implementation of the “biological passport” in 2008.
The sport of cycling is in the process of leaving its turbulent years behind and has been quite successful in implementing a new culture and mindset. The culture where a significant amount of the people from within the highest tier of the sport considered doping as regrettable, but relatively inevitable has gradually been removed. Instead, cycling’s culture today consists of people that have adapted the mind-set that for the sport to continue to display its beauty and excitement on a global scale and in order to positively increase its global impact the key requirement is to eliminate doping completely.
A key factor for cycling to achieve that gradual culture change was in 2008, with the implementation of one of the most sophisticated and extensive anti-doping programs that exists today in professional sports. Through that program, professional cycling has been recognized as an example for other sports, in terms of the unprecedented, extensive and comprehensive blood and urine testing to which all of its top tier athletes must undergo. This program had a great preventive effect with regards to the use of prohibited substances and it has proven to substantially improve the methods of detecting usage. The series of test results from each athlete make up their so-called “biological passport”, which allows their blood profiles to be monitored closely. This passport can be an important indicator of good ethics as well as any wrongdoing.
Regulation and coordination by the UCI, execution by the independent CADF
In elite cycling the international cycling federation UCI (Union Cycliste Internationale) regulates and coordinates the sport’s anti-doping policy. The execution of that policy in the highest tier of cycling is largely conducted by the independent body CADF, through a program of thorough testing and monitoring through both in and out of competition anti-doping tests. The out of competition tests are performed based on the permanent whereabouts system of the riders which enables regular unannounced testing.
Sunweb invests in an additional anti-doping program and shows its extra commitment to the sport of cycling
At the very beginning of their exclusive title partnership with the team, during the 2017 Launch of Team Sunweb in January, Swiss based tour operator Sunweb made its vision on anti-doping clear. This vision is now made concrete by the additional annual investment which Sunweb is making to allow Team Sunweb to go one step further in the efforts towards a clean sport. Their investment means that the team can sign up with the CADF to implement the new additional independent anti-doping program.
Sunweb’s Chief Commercial Officer, Tim Van den Bergh, explained: “For a company investing in professional sports there are only two options with regards to anti-doping.
The first benefits from the beauty and great impact of the sport and abandons the team on the day that there is a doping case. The second option chooses not to ignore that what is the case in normal life also applies to sports: alongside all of those with good intentions, there are always a few individuals who at certain moments choose to do the wrong thing."
Tim Van den Bergh continues: "A company that takes responsibility for the sport and for the team must put efforts into protecting those who choose to do the right thing and who participate clean in sports. The best protection is to increase the efforts to detect those who perform their sport with undesirable morals in terms of doping.
Within this context, detecting a ‘positive case’ is not only something regrettable, but is at the same time a victory for clean athletes and for the sport. Our company’s fundamental view of our responsibility towards the fight against doping is to help ensure the creation of a fair playing field for athletes, which is what sport is all about. This is the priority for the future of cycling, and of any sport. Detecting those who undermine the system is a win for the sport, even if ultimately one of Team Sunweb’s own riders were ever to be detected.”
The tour operator’s vision on strengthening the credibility of the sport and enhancing the anti-doping program is a strategic corner stone of its commitment to cycling and to Team Sunweb, founded and run by the team’s CEO Iwan Spekenbrink. Tim Van den Bergh concludes that Sunweb hopes that other companies that invest in sports, and particularly in pro cycling teams, will follow in their footsteps in providing extra funding towards strengthening teams’ independent anti-doping efforts.
The urine and blood tests of this additional anti-doping program, which are made available by CADF to WorldTour and ProContinental cycling teams, are carried out on the same basis and in addition to the current CADF anti-doping program, which the riders of all WorldTour and ProContinental teams are already subject to.
The additional anti-doping program is the next step to creating a clean sport as it further intensifies the testing of the team’s athletes. Team Sunweb’s men’s WorldTour riders will participate in this additional program and the program will also foresee the testing of the team’s WorldTour women and Development riders.
“Why not open a big house with bloggers from a variety of countries? Eliza, you know so many people and a lot of bloggers too, right?” It is really easy to arrange such a concept. You simply book a few flights, hire cars, rent a house and arrange for bloggers to meet there. However, in reality it is slightly different. If you would like to carry out (micro-) influencer marketing in an effective and smart manner, there has to be a clear DNA match between the influencers and the brand. In addition you must also strongly believe in what you do. With that as a foundation, the travel organisation Eliza was here has opened its first international blogger house in Cyprus.
From its first day of existence, one would hear about Eliza was here through a tip from a friend, colleague or relative. Over the years it has continued to grow through this manner. Customer research shows that over 35% of clients discovered Eliza was here through word of mouth, additional to a customer repeater rate of 35%,over the past 2 years. Without a doubt you can say that Eliza has been able to keep its brand promise, as well as to create fans who will act as its ambassadors within their social circles. You can “freely” interpret this into organic influencer marketing. Based on this success, Eliza was here has now chosen to enter the commercial market, by actively approaching and using social influencers and influencer marketing.
This is why Eliza has decided to open its first international bloggers house. Fifteen bloggers from the Netherlands, Belgium and Denmark were invited by Eliza to visit Cyprus during May 5-13, where they would experience a wonderful journey with Eliza was here. Bloggers that participated include: Claartje Schröder (Foodness, NL), Niel van Herck (Tjoolaard, BE) and Mie Kristine Quist (Wewonder, DK).
An eye for attention and details
No buying of range
"We do not put restrictions on influencers and we do not ask them for a required number of blogs, posts, hashtags etc.", said Yuri Deutekom, Director of Eliza was here. “The vision of Eliza was here is that when someone's experience is good, they are more likely to want to share it with others. We are confident and convinced of our promise: always an authentic and special experience.”
The travel organization believes that, if the experiences are positive then the influencers will decide to share them with their followers. The content that flows from this type of communication is so much more relevant than content that flows from mandatory posted pictures and posts, making its reach much more valuable. If an influencer decides not to write or share something, it will be because the experience we offered to them would simply not have been exciting enough to write about. This is a risk that we are willing and daring to take.
From influencer to ambassador
“Obviously, we will try and estimate which and how many people we can reach, by the number of visits, views and other indicators. However, how the post or picture registers with followers; will always have to be an assumption; and whether it changes the decision of buying the holiday, is very difficult to measure. We believe in this effect. We compare influencer marketing with word-of-mouth advertising, which in our opinion, is a strong way of promoting your product. You see, it is truly valuable when someone during party mentions what an excellent holiday they had with Eliza was here. This is the moment that “that someone”, becomes an ambassador of our brand. The others, while having a beer or sipping a glass of wine will become enthusiastic. They will see and take this information more seriously, because the person, who is telling the story, shares the same values and belief system, with them. Everyone is always looking for common grounds and common values. Most of the time people who share this, are the people that “believe”. That client, who tells others of his experiences, without us having any influence on it, is our ambassador. This is exactly what influencer-marketing is about. Our goal is to turn all of our influencers into ambassadors. People that want to share their experience. The followers are the ones standing around and listening to the stories of our clients who had an unforgettable holiday. The next day the followers will be curious to know more about Eliza was here.”
Companies renew their successful collaboration for the future. This collaboration supports the growth strategy of the two organisations. Sundio and Transavia Airlines today also unveiled 2 new Sunweb aircrafts that will be used this summer.
The acquisition of the German youngster specialist is an expansion of Sundio’s youth portfolio and supports its internationalization in this travel segment. It is also in line with the European expansion strategy of the travel group.
JAM! Reisen, launched in 2002, offers spring break and party trips for students and youngsters. Every year JAM! Reisen sends over 40.000 travelers to amazing party destinations, mainly in the North of Spain. Headquartered in Hamburg, Germany, JAM! Reisen generates a revenue of approximately €20 million.
The team in Hamburg led by Nico and Tim Vogler, both managing and owning the company from the start, will ensure the continuity and the further development of JAM! Reisen. Sundio’s international strength and infrastructure will allow JAM! Reisen to grow further in the German student and youth travel segment.
About JAM! Reisen
JAM! Reisen is the no.1 travel brand in Germany for 16-25 year-olds. JAM! Reisen is specialized in “spring break”-like trips for college graduates and party holidays for youngsters.
“JAM! Reisen, dein perfekter Sommer und die beste Party deines Lebens!”
Addition of a strong brand with a history of more than 25 years.
Sundio is expanding its portfolio with the acquisition of Primavera and adds, in addition to its "flagship brands" Sunweb and Eliza Was Here, a very nice brand. Primavera has been providing the most beautiful vacations to Portugal for 25 years. The magnificent Algarve, the South Portuguese coast, the cozy capital of Lisbon on the Costa de Lisboa, the northern and scenic Porto, and the flower island Madeira.
No noticeable changes for Primavera customers and partners.Primavera continues to operate under her own name and all Primavera activities and employees are taken over. This company acquisition therefore does not bring any noticeable changes to Primavera customers nor the long-term partnerships with loyal partners such as Transavia will be touched.
About Primavera
Primavera has been providing the most beautiful holidays to Portugal for 25 years, focusing on longer stays in the Algarve. The organization consists of 15 people and achieves a turnover of 17 million euros with 25.000 guests.
Today Team Sunweb officially saw the light. The International WorldTour team was presented to the media in an airplane hangar in Münster. Since 2015 Sunweb has been a co-sponsor of this team (former Giant-Alpecin) and experienced this partnership as a great tool to strengthen the synergy between the cycling community, their holidays and their expanding target group in Europe. Becoming exclusive partner of a pro cycling team will generate a wider exposure and a tremendous value for Sunweb’s brand awareness.
Sponsor of memories, not only victories
The richness of life is all about moments and creating memories. Sunweb believes that the best lifetime memories are often created "wearing flip flops”. Therefore, Sunweb’s main focus is to create great memories for their holiday makers by providing the best possible holiday experience. This links perfectly with the team, as the common challenge in this partnership will be to create great memories for the athletes, their fans, and everyone involved with the team
Sunweb’s CCO Tim Van den Bergh says: “Cycling is one of the most popular leisure activities that goes hand in hand with traveling.”
He continues: "We will be able to connect with a new audience of passionate cycling fans, especially in our growth countries. We will use the power of this team to roll out Sunweb's strategy for future growth across Europe with a special focus on Germany, the country with the biggest outbound travel market in Europe. As from now, we will set "the wheels in motion" to secure a bright future for Sunweb as well as for the team."
2017 team line-up with new arrivals Michael Matthew (AUS) and Wilco Kelderman (NED)
The 2017 line-ups of the team’s WorldTour men’s and women’s programs were presented to the audience, along with the team’s new Development program.
With new arrivals Michael Matthew (AUS) and Wilco Kelderman (NED), the team adds two leaders to its WorldTour men’s roster. Both are still at a young age and are expected to further progress in the coming years. Matthews and Kelderman join Warren Barguil (FRA) and Tom Dumoulin (NED) as leaders for many races in the UCI WorldTour calendar. With Barguil, Dumoulin and Kelderman the team is expected to make their mark in the classifications whilst with Matthews the team will aim for the big classics and punchy sprints.
Team Sunweb CEO Iwan Spekenbrink (NED) said: “Both the men’s and women’s program have been bolstered with several strong new signings, who we believe fit well within our team’s sporting environment and our specific elite sports approach. They will contribute to our team stepping up yet another level. Alongside this we will have a further enhanced focus on promoting the regrowth of cycling in Germany both through the team’s German WorldTour program, as well as through the team’s new Development program, which aims to deliver the best science, technology and coaching to the next generation international stars pursuing a successful career into the WorldTour. This new state-of-the art program provides a solid and structural contribution to shaping the future of cycling and has set its aims high to become the world’s leading and most innovative program in talent development. Sunweb’s commitment to both cycling’s present and future, allows the team to step up the sporting prestige of its men’s and women’s pro ranks and establish its new development program. It is a great day for both cycling and German cycling.”
The arrival of some of the world’s most high-potential talents such as former junior World time trial champion, Lennard Kämna (GER) and Chris Hamilton (AUS) allow the team to continue the development of the next generation of the stars from within its own ranks. On top of that, the team welcomes five new signings to its women’s roster. This includes former World time trial champion and current European time trial champion, Ellen van Dijk (NED), as well as double Dutch road champion, Lucinda Brand (NED), alongside other promising talents. Their Development program is excited to welcome Felix Gall (AUT) and Clément Betouigt-Suire (FRA), who placed both first and second respectively at the 2015 men’s junior World championships in Richmond, USA.
Sunweb has been a partner of Team Giant-Alpecin since 2015 and experienced this partnership as a great tool to strengthen the synergy between the cycling community, their holidays, and their expanding target group in Europe.
Becoming first partner of the pro cycling team will generate a wider exposure and a tremendous value for Sunweb’s brand awareness. However, according to Sunweb, the benefits of this partnership are not only linked with the team and its victories. Sunweb sees its primary benefit in the opportunity to connect in a close and personal way with all cycling fans. The company’s main target will be to create meaningful content in a digital world and drive conversation with the "tech savvy" European fan base, who follow the sport of cycling very closely.
2000 Tage zur Spitze: a common growth strategy with big ambitions in Germany and the rest of Europe.
Sunweb will be more than a business partner, they will become part of a common dream. A dream not only about a successful team and tomorrow’s victories, but also to transform the team into a life-time institute. The team will start a world-class development program from a hypermodern team base in Germany, to build the next generation of stars. Today's promise at 2000 meter altitude is that in the year starting at exactly 2000 days from now, from the 1st of January 2022, the next generation of German and international stars will start creating memories in the UCI WorldTour.
Gert De Caluwe, CEO of Sunweb says: “We see this partnership as a natural fit. For 25 years is has been in our DNA to take care of millions of travelers. Our aim is to fulfill this caretaker role also for this team and the whole cycling community.”
He continues: "We will be able to connect with a new audience of passionate cycling fans, especially in our growth countries. We will use the power of this team to roll out Sunweb's strategy for future growth across Europe with a special focus on Germany, the country with the biggest outbound travel market in Europe. As from now, we will set "the wheels in motion" to secure a bright future for Sunweb as well as for the team."
Iwan Spekenbrink, CEO of the team says: “We’re extremely proud to join forces with Sunweb, which we believe is one of the best partnerships in cycling. We share a common dream and big ambitions. Sunweb supports us 100% and does not only look at today’s victories and the day to day support. As a real partner they are also willing to invest in the future, to move forward the sport of cycling together with us, to support our vision, our road to the top, our 2000 Tage zur Spitze…"
Speaking for the whole team, Spekenbrink adds: "The athletes and the staff are very excited because Sunweb shares their “Keep Challenging” approach. This “elite sports approach” is built on cooperation and innovation as the key growth drivers within a framework of non-negotiable values. And last but not least, our people are convinced about Sunweb’s true commitment to their future and the future of the next generation of German and international talents and staff."
Sponsor of memories, not only victories
The richness of life is all about moments and creating memories. Sunweb believes that the best lifetime memories are often created "wearing flip flops”. Therefore, Sunweb’s main focus is to create great memories for their holiday makers by providing the best possible holiday experience. This links perfectly with the team, as the common challenge in this partnership will be to create great memories for the athletes, their fans, and everyone involved.
Sunweb’s CCO Tim Van den Bergh says: “Sunweb has a lot in common with this team. We both aim for the best performance, we work in an international team and believe in the power of innovation to reach new frontiers.” He adds: “Cycling is one of the most popular leisure activities that goes hand in hand with traveling. On top of that, it also relies on technology to make it personal and to create a unique experience. Take the example of the app Strava: in which sport can one compete 1 on 1 with a real pro or with his own idol?"