Velon Group embarks on sponsorship drive backed by Halfspace data

Velon, the umbrella group and fan engagement platform for 11 of the world’s largest pro-cycling teams, have released plans to offer brands sponsorship packages built on audience data that aims to engage global cycling fans across the most significant races of 2021 including the Giro D’Italia and the Tour De France. The packages have been created using tools and methodology from Halfspace Group retained by Velon for the 2021 season following a successful partnership across 2020.

Data has been analysed from across the Velon Race Centre, where fans can watch the progress of the race complete with cycling data insights, and from content across all of the pro-cycling teams digital ecosystems including email, websites, social and video and then mapped across new data sets built by Halfspace Group. These new audience data sets are profiled and analysed through the lens of thousands of 3rd party sources to give the deepest possible view of consumption across global cycling fans. This analysis has been used by the Halfspace Group account teams, working with the central Velon team, to create 16 new sponsorship opportunities for brands.