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Marketing deals that reach across worlds

From the July 2013 issue.

A look at how strategic sponsorship through events has the power to maximise brand awareness on a global stage.

ItalyEyes are drawn to the sporting prowess of cyclists travelling more than 3400 kilometres in harsh alpine terrain and the world’s best ski jumpers leaping off a 138-metre platform. But when it comes to sporting events, the stars in the coloured jerseys are no longer the only ones making a visible impact.

In a strategic move to market their brand to a broader global audience, Wega Macchine per caffè have become the official product partner of Cannondale Pro Cycling and the 2013 Trentino Fiemme Nordic Skiing World Championship.

“Both [sporting events] are international players – exactly like Wega,” says Wega Macchine per caffè Managing Director Paolo Nadalet. “We firmly believe that these opportunities show our company policy towards values and purposes and they will also give us the chance to give our brand wider exposure on the international scene.”

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