Bridging the Gap

Taking the team to the next level in 2011

1. Introduction

2. Jersey Simplification

3. Infrastructure

4. Staff

5. Riders

6. Title Sponsor Benefits

7. Conclusion

Introduction

2010 marked a strong start to the Liquid Cycling professional racing program, with a future filled with possibilities. This report serves to outline the steps to be taken in order to propel the team to a higher level in 2011. 

In our second year as a professional team on the circuit, improved attention to two major facets will ensure maximum return on investment for sponsors.  The first is branding.  For 2011 we will ensure that our sponsors are instantly recognizable from any angle, whether it is a spectator on the side of the course, a photograph on the cover of a magazine or even an aerial shot from a helicopter. 

The second area to be improved upon is professionalism.  The overall quality of the program will be enhanced to reflect a bigger budget and increased corporate involvement by adding branded equipment and vehicles, a highly skilled and experienced staff as well as riders capable of winning at the highest level. 

In 2010 we made $100,000 look like half a million. In 2011 we’ll make half a million look like five. 

Jersey Simplification

One issue that plagues many first year race programs is the oversaturation of logos on the team jersey.  Every year dozens of team managers attempt to take their team to the UCI Continental level and each year only one or two succeed.  Due to this substantial attrition rate, sponsors are extremely cautious about the commitments they make to these teams and in turn, the team is forced to make large commitments to many sponsors just to build the basic foundations of the program.

Now, as an established UCI Continental program, we have earned some trust and reliability in the industry.  In 2011, there will be at most six Jersey sponsors.  This will include the Title Sponsor, the Co-Title Sponsor, Presenting Sponsor and three Podium sponsors.  This will benefit the entire program as it encourages a larger cash budget.  This indirectly benefits all the product sponsors as they will get their product into the hands of high level professional riders at a greatly expanded number of higher profile events.


Infrastructure

It takes many years to build up the infrastructure required for international competition at the highest level.  In 2010 we made great strides towards this with the purchase of the team 16 passenger diesel van, bicycles, parts, tools and base camp gear.

With a more substantial budget, we will be able to outfit the team with more of the basic equipment required to bolster the team’s professionalism and increase the branding possibilities for our sponsors.  Some of these items are as follows;

•A second wrapped team caravan vehicle
•A wrapped mechanics trailer
•An EZ-UP tent reflecting current sponsors logos
•Branded team folding chairs and base camp set up
•Fully branded team street clothing
•Coordinated team branded accessories including gloves,
helmets and sunglasses

Staff

In 2010 all major responsibilities ranging from writing contracts to designing the jersey were handled by the team director.  Ideally these tasks would be tackled by a handful of uniquely and diversely qualified professionals.  As a result of longstanding relationships in the industry, and because of the excellent reputation developed in the 2010 season, this team will have the pick of the litter in terms of next year’s staff. Full and part-time paid staff will allow the team to run at a more advanced and more professional level in 2011.

Josh Horowitz – General Manager
As General Manager Josh will continue to oversee all aspects of team operation.  With assistance from the following team of experts, he will have more time to focus on the most important aspects of the program including social networking, club membership, PR and of course building a winning team.

Robert Coble – On Site Director
Robert has a wealth of experience travelling with and managing professional cycling teams on the road.  His travels have taken him to Italy, France, Germany, Mexico and New Zealand.  In addition to running the day to day logistics on the road and at the races, Robert’s job would include on site sponsor promotion such as giveaways, setting up displays and working with sponsor’s marketing departments to coordinate special promotions.  His main responsibility will be to manage the overall visual presentation of the team at events. 

Sean Weide – Communications Director
Sean is hands down the best cycling PR guy in the United States.  His expertise includes media relations, sports marketing and sponsor relations.  Sean has served as communications director for top tier teams such as Team Type 1, Rock Racing and Toyota-United.  In 2011 Sean and his staff would work hands on with team management and sponsor marketing departments to coordinate the overall presentation of the team.  Before the team rolls out for their first race, Sean will create a season long strategy to market and promote the team so that we hit all the major benchmarks that our sponsors will be targeting.

Jeffrey Horowitz – Legal Advisor
Jeff has an extensive legal background which includes corporate finance, corporate governance, general commercial law and mergers and acquisitions, first as General Counsel of Covanta Holding Corporation and currently as Vice President and General Counsel for KEE Action Sports.  In 2011 Jeff will continue to advise the team on all legal matters including rider contracts, sponsor contracts, UCI filings, insurance issues and budget.

Janis Burns – Soigneur
Janis is one of the most experienced soigneur’s in cycling today.  She has worked with some of the top teams around the world including Kenda, Kelly Benefits, Rock Racing and Liquigas.  The soigneur’s duties are to look after the riders needs including massage, meal preparation, filling water bottles and washing clothes. This not only allows the riders to focus on their race but it allows the team director to focus on the presentation of the team to the public.

Riders

In 2010, the team roster consisted mostly of young unpaid pros with some international racing experience but without many big results on their resume.  Perhaps unfortunately, there are vastly more talented and experienced professional riders than there are teams to house them.  As a result, the pro cycling market is ultra competitive and, with a total salary bank roll of between $125k and $150k, we will be able to procure an excellent 12-rider team on par with any US based professional cycling team.  A select group of riders from our 2010 roster who have shown the ability to move to the next level will be asked back for 2011. 

Title Sponsor Benefits

As a title sponsor, co-title sponsor or presenting sponsor we will build the team around your image and message.  Sponsors in titular positions will have the following benefits in order of cash contribution: 

•Monthly update and strategy meetings between sponsor marketing department and team management
•Access to team Facebook page as a group moderator
•Ability to contribute promotional content on a monthly basis to team website, club website, Google e-group and Bicycle.net
•Creative promotions on team website and Bicycle.net such as the Pistachio Recipe of the Month and the Nutty Move of the Week

Title sponsor will have final approval and Co-Title and Presenting Sponsor will have preliminary approval of the following:

•Jersey design
•Vehicle wrap design
•Website design
•Budget
•Staff
•Roster

Conclusion

In 2010 we barely scratched the surface of what is possible in terms of exposure and publicity through sports marketing.  As a first year program we battled through many of the pitfalls and obstacles that any young team may encounter and came through on the other side, stronger and more experienced.  We believe that 2011 is going to be a big year for the sport and a big year for Liquid Cycling and we hope that you will take the ride with us.