Img Joins Cav At Omega Pharma – Quick Step
IMG has announced a new partnership with the Omega Pharma – Quick-Step cycling team that will see the global media company advise the Belgian-based squad on its commercial rights strategy as well as provide sales support.
The agency’s consulting arm will lead the initial phase by developing a commercial vision for the team, with the aim of creating extra value within the team’s existing sponsorship inventory and creating commercial offerings in the areas of internal engagement, rewards and incentives, engagement platforms for fans, events, and social responsibility programmes.
Rob Mason, international managing director of IMG Consulting, said of the deal: ‘We are delighted to be working with Omega Pharma – Quick-Step. The team has a long history of success and, having recruited Mark Cavendish alongside Tony Martin and Tom Boonen, future prospects look bright. We therefore look forward to playing our part in growing the partnership alongside those colleagues at IMG who will also be involved going forwards.’
Omega Pharma – Quick-Step helped Britain’s Mark Cavendish secure the red points jersey at this year’s Giro d’Italia to become only the fifth rider to win the jersey on all three Grand Tours.
Bessel Kok, executive chairman of the Omega Pharma – Qucik-Step board, added: ‘IMG is a world leader in the business of sport and understands the commercial space as well as anyone with insights on all sides of the fence. They were able to demonstrate a depth of experience and understanding in cycling, as well as a passionate approach to working with us. We are looking forward to working with them on the development of our commercial offering and implementing new initiatives.’
