Once beloved team Trek-Segafredo changed its main name sponsor to Lidl earlier in 2023. This is not the first time for a supermarket branch has become a name sponsor, Jumbo-Visma has been in this field for far longer. However, in my opinion, Lidl has changed the social media game. They have been setting an example of how to manage the change and how to create more relatable content for the fans. I think this is something all cycling teams should take inspiration from.
From Segafredo to Lidl
Main title sponsor changes were more frequent around the 2010s, especially in teams that participated in the Grand Tours (Giro d’Italia, Tour de France, La Vuelta). Because such brand exposure resulted in more revenue and investors wanted a piece of that. Like the example of Jumbo-Visma, they were known as LottoNL-Jumbo just last season, Belkin in 2013-2014, Blanco in 2013, and Rabobank from 1996 till 2012. However, this fight among investors to get brand recognition is somewhat stable now.
The reason for this recent stability in team names can be brand identity. Major changes in the name can render a team unrecognizable. This was the case in past of Team Movistar which went from Reynolds (1980–1989), Banesto (1990–2003), Illes Balears (2004–2005), Caisse d’Epargne (2006–2010), Movistar (2011– ). Such changes can result in losses in fan loyalty, if they do not identify with the new brand, they may opt out for supporting another team.
In addition, these sorts of changes are expensive and effortful. From redesigning the logo to trying to keep or change the previous riders, it is close to establishing a team from the ground up.
Kit Design Poll
On the second of June, a rather interesting tweet was posted from the Lidl-Trek account. It included an empty template paper. The team asked for fans’ or basically anyone’s input on the design of their new kit, this was an unseen event in cycling. This example was only an illustration of how crowd-oriented the new team was going to be. In addition, it created quite the anticipation about the kit announcement.
#LidlTrekKitDay 💛💙❤️ pic.twitter.com/ukynnBPO3R
— il paradiso della brugola (@Garpez_) June 3, 2023
We asked our resident graphic design expert @Mads__Pedersen to kick things off 🙌 #LidlTrekKitDay pic.twitter.com/jjwk40FjV7
— Lidl-Trek (@LidlTrek) June 2, 2023
Accessible and Affordable Merch
One of the most common complaints about the cycling community is that it is inherently elitist. Every little detail can be a sign of superiority from a matching kit to state of the state-of-the-art frame or a custom paint job. Even though these might seem irrelevant to most people and they are right, but it is unfortunately acknowledged as an indicator to assess the most devoted fans and athletes.
What I appreciate in Lidl-Trek merch is that it has a variety of products to offer with something for every budget. Usually, fan kits (replicas of what pros are wearing) come with a hefty price tag. There are of course fan kits available on Lidl-Trek’s website, but they are also using already available Lidl merch from supermarkets.
@LidlGB 🤝 @TrekBikes
— Elynor Backstedt-Calvert (@EBackstedt6) May 30, 2023
*Dog cannot be not found in the middle aisle 💁🏼♀️ pic.twitter.com/hp3iBcBY2u
Middle-aisle style 💁🏻♂️@Mads__Pedersen #TDF2023 pic.twitter.com/DgO1mSbpTu
— Lidl-Trek (@LidlTrek) July 8, 2023
I personally believe that this is an important step towards making the sport and being a fan of the sport more accessible to everyone from a variety of different backgrounds. You might be living in a country where the fan kits are not shipped to, just down to the supermarket. If you are fairly new to the sport and do not want to spend loads on the merch of your favorite team, head down to the supermarket. This is especially important in creating a young fan community for the team and the sport, an example can be seen here:
Comedic and Relatable Content
The social media team of Lidl-Trek is making another interesting move, it is taking inspiration from the supermarket chain which is refreshing to see. Usually, name sponsors are cycling-related brands, if not they do not really showcase their background. Lidl-Trek makes use of the Lidl part in their name quite cleverly and creating comedic content.
Why this is important?
It makes the whole sport more relatable and expands the target audience from cycling fans to the general public. The general public could be a Lidl customer or someone who just came across these La Vuelta t-shirts on Twitter and got curious about what they are. It is all about making the cycling community more positive and welcoming of new fans. I applaud Lidl-Trek for what they are creating, hopefully will also continue to create in the future.
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