Optum Pro Cycling Case Study
Challenge
Create a unique selling proposition
Circuit Sport, owner of the Optum Pro Cycling team, hired us to drive value and sponsor participation for their Continental racing squad. With virtually every team selling potential sponsors on the traditional metrics of impressions, race fan household income and rider talent, we had to find a way to make Optum’s program more appealing than others in the peloton.
The Solve
Human-Powered Health
Beyond corporate logos on jerseys, pro cycling teams lack a cohesive identity or point-of-view. We challenged convention and built a position for the Optum team centered on the belief that cycling empowers people to take control of their life and live a healthier lifestyle. The Human-Powered Health platform served as a single, galvanizing foundation for the team and its sponsors and was reinforced through mass media, digital, race event and experiential activity across Optum’s race calendar in the US, South America, Europe and Asia.
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Results
Breaking away from the pack
- Effort increased involvement from existing sponsors and attracted significant new partners, raising budget 400% in one year
- Elevated team profile generated invites to world’s premier races
- Men’s team expanded to include Women’s and Cyclocross teams
- Optum’s race results led to recognition as top performing North American team
Client Quote
“Solve’s branding insight and vision have introduced an entirely new model to professional cycling sponsorships. Since we’ve been working together, the Optum team has truly become a brand, making it one of the most sought after properties in sports marketing.”
-Charles Aaron, Owner, Circuit Sport
