Now that the Vuelta is over, the World Tour teams have completed the 3 major cycling tours. Scirix analysis showed that the Giro d’Italia and the Tour de France have had an enormous return on exposure for Lidl and we are currently looking to see if the Vuelta can match those fantastic results.
We are also conducting our third top-of-mind research to find out if the sponsoring and its activations have had a postive impact on the brand awareness of Lidl. When looking at our previous conducted surveys, one in February and one after the spring classics, there was an increase of 8% and with the good results in the 3 big stage races, we are convinced that we will see an even bigger increase now.
Ever since the press conference in September we have been busy with optimizing and amplifying the sponsorship and activations of Lidl in any kind of way. Now the final sprint has started towards the World Championships in Qatar, in what we hope will just be another stage race in an even bigger tour.