KUALA LUMPUR, Nov 18 -- The 2019 Tour de France Škoda Shanghai Critérium, an international cycling competition was held at the China Art Museum recently.
The Tour de France champion, Egan Bernal for the year 2019; three-time Grand Slam champion, Vincenzo Nibali; and, four-time Tour de France champion, Christopher Froome, along with other Tour de France stars, were among those who participated in the event.
With outstanding ability, Caleb Ewan took the lead and was crowned the champion of Tour de France Shanghai, according to a statement.
As intellectual property-based operating model has been adopted in sports event marketing, the markets for intellectual property (IP) and brands can thus, be developed.
Taking the 2019 Tour of Shanghai as an example, domestic amateur cyclists can compete with top professional cyclists, fans can participate in a public relations photo shoot before the game and wear personalised Tour de France yellow jerseys.
The Tour de France brand has attracted a large audience, allowing them to experience the charm of Tour de France, forming a unique and innovative product in the intellectual property-based operating model for marketing.
The top international French sports company and Tour de France planner, Amaury Sport Organization has actively promoted the globalisation of the Tour de France brand in recent years, which aligned with Activation Group’s IP marketing concept.
In addition to the experience centre for cycling in Zhuji, Activation Group has also announced another new strategy for Tour de France IP under which a bicycle-themed TV series ‘Legendary of Cycling’ will be produced. The production of the TV series is scheduled to start in 2020.
As an integrated marketing specialist in Greater China, Activation Group provides experiential marketing, digital marketing, branding and public relations services, aiming to expand the Chinese market for sports and entertainment IP.
-- BERNAMA
-- BERNAMA
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