Cavendish’s Team Connects With Radiumone

Omega Pharma – Quick-Step has announced a global partnership with digital advertising company, RadiumOne, with the pro cycling team of Mark Cavendish to use the bespoke Po.st Platform to process & act on the data amassed from the team’s digital and social platforms. 

According to RadiumOne, the new deal will enable OPQS to extract maximum value from its commercial partnerships.

Through the partnership, OPQS will now have real-time insights into what is driving digital engagement with its extensive fan base, enabling the pro-cycling team to deliver more targeted and relevant content to its connected audiences. 

The move aims to considerably boost engagement levels for its own content and provide relevant & valuable audiences for its various commercial partners to target, in turn, driving extended reach and value for its partners. 

Marnix Drysdale, commercial director at Omega Pharma – Quick-Step commented: ‘Connecting effectively with digital audiences is a big challenge for any brand today.   RadiumOne’s best in class tools bring an incredible level of granular detail about our digital audiences which we can action quickly as a team.   Being able to see what content our community is engaging with the most, wherever they are, and what other topics are of interest to them is a genuine advantage when it comes to working with our sponsors. It will really help us break away from the pack.’

Abeed Janmohamed, commercial director Europe, RadiumOne added: ‘Cycling has a die-hard fan base with a voracious appetite for content from riders like Mark Cavendish. Using our tools will mean that OPQS will be able to connect with its audiences, wherever they are. Not only will this help with its own digital content strategies but it means it is equipped to activate sponsorships for its partners, driving real commercial value to both the team and its sponsors alike.’