From the Laser painted by Keith Haring to the Spinaci banned by the UCI: Antonio Colombo's lesson becomes the first Italian award for cycling design and innovation. Entries open until 10 August.
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C'è una differenza fondamentale tra comunicare un prodotto e comunicare un territorio. Un prodotto si lancia una volta, ha una finestra, un messaggio, un pubblico target. Un territorio non ha una data di uscita e non va mai in pensione: vive tutto l'anno, cambia con le stagioni, si costruisce su strati di storie che si accumulano nel tempo.
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When a race airs on Eurosport, when a Cyclingnews feature tells the behind-the-scenes story of a stage, when the photos of an event land on Sky Sport and La Gazzetta dello Sport the next day, there is always invisible work that made it all possible. It is the work of the press office and of cycling event communications.
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When a bike-industry brand starts weighing up its communications options, sooner or later it runs into this question: is it better to hire a PR agency with a broad, cross-sector portfolio, or to look for one specialised in cycling and the outdoors? The short answer is: it depends on what you want to achieve. But in most cases, for a cycling brand, specialisation makes a concrete difference.
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La Rule 40 è una norma che tutela gli sponsor olimpici ufficiali dall’ambush marketing, ma, allo stesso tempo, limita fortemente le possibilità di promozione per atleti e aziende non sponsor durante i Giochi Olimpici di Parigi. Vediamo come funziona
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L’app per trovare e condividere percorsi all’aperto, che supera i 14 milioni di membri e mette a loro disposizione oltre 50 milioni di percorsi autentici, vuole continuare a crescere sul mercato italiano e ha scelto di farlo insieme a un partner solido e dalla grande esperienza come Vitesse
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Sci, da discesa e da fondo, snowboard, ma non soltanto. Al di là delle discipline più celebri e consolidate, sono mille i modi inventati dagli sportivi per divertirsi con e sulla neve. E con uno di essi, oggi anche il ciclismo bussa alla porta delle Olimpiadi invernali
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It all started on the track, but took only a few years to translate into serail success on the road. Great Britain has revolutionized modern cycling by investing in research, technology and development. The stages of a powerful escalation: from Boardman and Wiggins to Giro d'Italia's last winner Tao Geoghegan Hart, passing through Cavendish, Froome and Thomas
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The abrupt farewell between Juventus and Maurizio Sarri is the result of incommunicability. The unsophisticated manager could not survive in too different an environment, especially when every expression translates into a gaffe - typical of those without charisma.
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Significant difficulties and age-old questions are keeping awake those who set up a road event: the various anti-COVID requirements are full of common sense, but sometimes unsuitable. Eight points of what is changing in the racing world, even if the "how" is not always explicit
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After two and a half months of lockdown, virtual trainers have become a mass reality, and they are going to stay. Perspectives and opportunities of a new phenomenon, with the primary question: when will we see the first-ever Virtual Cycling World Championships? Perhaps it won't take that long.
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The pandemic and its consequences brought several non-negligible challenges, either directly or indirectly, from the many expensive prevention and control measures to local authorities and sponsorships' hard times. In the post-COVID cycling world, only events that can generate real value for their partners will survive.
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Even during the pandemic, when everything seemed to be stuck, communication remained essential. By using owned channels to create continuous connections and activating the community to generate dynamism and content, otherwise impossible to produce. In the post-COVID world, much more open to digital, managing the online presence ineffectively can negatively affect the brand.
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The empty passages of the numerous expos due to the COVID-19 could define the definitive extinction of this marketing model. Fewer traditional fairs, more space for vitality and events for the public relations, slowly crossing to a new dimension.
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COVID-19 will finally spark and give concreteness to the Urban Cycling, even as a product category. The new mobility scenario will give space to a category of people who had never ridden a bike before but will now start to ride regularly.
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In the always-changing cycling world, another evolving figure is the distributor, whose services need to be wider, qualitative and specialized. That's the only available option for the category to survive and thrive in the future of cycling.
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Among the new trends emerged during the pandemic lockdown, we will surely remember the - irresistible and irritual - talk-shows hosted on Instagram by Bobo Vieri, Italian former striker of Inter and Lazio. Here is what made them so special, why it will impact on media moving forward
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