Velon And Love Velo Partner For ‘data-led’ Social Media Campaign

Velon, a fan engagement company owned by 11 of cycling’s professional road teams, has announced a new ‘data-led’ partnership with London-based cycling holiday firm Love Velo.

The partnership, which consists of a month-long social media campaign, will run for the duration for this year’s Giro d’Italia, and will see Love Velo promote cycling holiday vouchers to cycling fans for 2021.

According to the pair, Love Velo will use Velon’s platform in cycling, leveraging the combined social media reach of its pro cycling teams. In addition, Love Velo and Velon’s data and commercial agency, Halfspace, who also brokered the partnership, will support both parties in first-party data capture.

As well as the direct engagement data collected from the social media campaign, the initiative will also allow both Velon and Love Velo to uncover a deep-level view of their audiences using a range of digital ID’s enriched by Halfspace’s data team, revealing affinities, demographics and travel preferences.

“We are incredibly pleased to be a part of Velon’s journey and come on board as a partner for the sport at this most exciting time of the season,” said Lee Bibring, CEO, Love Velo.

“The data gathered will be invaluable as we want to learn more about the cycling consumer, how we can best prepare for the next year and look ahead to 2021.”

Velon CEO, Graham Bartlett, “There is an undeniable synergy between both Love Velo and us. From data we have captured during the season so far we expect the partnership to resonate with cycling fans during the Giro. The partnership with Love Velo enables us, with the support of Halfspace to develop deeper insights into the cycling industry and engage with the growing cycling population.”

Recently, Velon released results from a new study into cycling fans behaviours and how sponsors can use it to make strategic decisions.