Vuelta team sponsorship wins Gold in the Sponsorship Activation category at the Belgian Sponsorship Awards.
The sponsorship campaign carried out with Soudal for the 2024 La Vuelta, which saw our team rebranded T-Rex Quick-Step for the Spanish race, has won Gold in the Sponsorship Activation category at the Belgian Sponsorship Awards.
For the famous Spanish race, we worked with Soudal to design a campaign and activation that would promote their T-Rex range of products, which are especially popular in Spain and Portugal, where the race would start. Throughout the three weeks, our riders and staff sported clothing displaying the T-Rex brand, with team vehicles also rebranded. To increase interaction with fans attending the race, a giant T-Rex would accompany the team throughout the race, mingling with fans at the start village, soon becoming a star of social media.
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The award was presented at the Belgian Sponsorship Awards, with Frija Leunens, Brand Activation Manager of our partners at AG Insurance – who was part of the judging panel – handing over the award.
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Marko Heijl, Soudal sponsorship manager: “Just as cycling, also the activation of sponsorship is hard work and teamwork. Together with Soudal Quick-Step – sorry: T-Rex Quick-Step, Bart Diricx and colleagues from our Portuguese affiliate, we created an enormous buzz around T-Rex, showing the power of sport sponsorship being used for activation. It was not only rewarding, but it was also just great fun to work so close and so well together with the team for those three weeks of La Vuelta. We even made a book on this sponsorship activation case that was presented at the BSA and helped to win us the award. I want to thank everyone from the team for the great partnership they showed in making this such a huge success. The team didn’t only score on the bike this year, but also off the bike. For us as a sponsor, this is victory #35, the best one.”