I’m not normally one to tell people how to spend their millions (unless Cadillac’s involved) but someone who keeps an eye on such things clued me in on a possible opportunity for Saab, and I reckon it’s got some legs – if you’ll pardon the pun.
The German-based beverage company, Gerolsteiner, have announced that they’re pulling out of sponsoring their professional cycling team at the end of 2008, possibly even sooner. The sport itself and the Gerolsteiner team have suffered a poorer image in recent times through doping scandals.
Whilst this isn’t so good in the short term, it may provide an opportunity for a new sponsor to get into pro-cycling a lower price. A professional cycling team normally costs in the area of Eu9 million a year. At that price, given the widespread popularity of cycling in Europe and the possibility of a little success, this could be money well spent.
Team Saab BioPower, anyone?
This could be a great opportunity for some high level exposure in Europe and there’s definitely some synergies there to be explored. For example, France is looking to expand further into E85 distribution and plans for 500 pumps to come online by the end of this year. How about Team Saab BioPower riding in the Tour De France with a fleet of Saab 9-3 BioPower SportCombis following in support.
Other European markets for BioPower are opening up as well, but if Saab didn’t want to make it a BioPower thing then it’s Team Saab with the opportunity to promote both BioPower and the new TTiD.
Saab already has the established relationship with Salomon. This would be a natural extension of that relationship. Saab carries a platform of environmental responsibility and what more environmentally friendly method of transport is there than cycling?
If it’s available at a lower entry price and offers the sort of European exposure I think it would, it’d have to be something worth looking into, wouldn’t it?