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Thursday, April 5, 2018

Sponsoring the Back Roads Century

by Stephen Krill, BRC Sponsorship Coordinator

AG2R. Astana. BMC. Cofidis. Dimension Data. Movistar. Sky. Trek.

Each one (plus 14 others) sponsors a team competing in the 2018 Tour de France (TdF). For 21 days, you will see their logos displayed on jerseys, shorts, helmets – just about everywhere.

But why?

In 2012, 12 million spectators lined the TdF route and an estimated 3.5 billion viewers watched on television.

These companies and many, many others recognize the value of sponsoring cycling and cycling events.

Throughout the years the Club sought advertisers for the Pedal Patter and cultivated relationships with local bike shops. We also focused from time-to-time on sponsorships for Special Events, such as the Back Roads Century (BRC).

This year the Club planned and will execute a deliberate approach around sponsorship, reaching out to every local bike shop, former and current sponsors, and a long list of new prospects.

But why?

Frankly, as a non-profit run mainly by volunteers, we need these sponsors to help offset expenses. Doing so allows the Club to keep our balance sheet in the black and to provide grants to other 501(c)3 organizations.

What do the sponsors get in return?

By partnering with the Pedalers, they enhance their brand by attracting and retaining customers (and, boy, do we cyclists know how to spend money), demonstrating community involvement and corporate social responsibility, and improving company and/or product awareness. All these things favorably impact their bottom line.

Potomac Pedalers is one of the largest bike clubs in the country, and annually we draw almost 2,000 riders to the BRC. In 2017, through the BRC we supported ten local charities, and this year we plan to increase this number by 50%.

And we need your help.

Please volunteer to help us contact sponsors.

Let us know right away if you know a prospective sponsor (especially if you’re an owner or an employee), if you got any other ideas around sponsorship, or if you simply just want to help.

Many hands make light work.

Please contact either Stephen Krill or Sallie Williams.

 

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