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#rEverb
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I doubt their marketing strategists chose to partner with the UCI out of the goodness of their hearts.
The lifestyle SUV/Truck segment is growing, as was already said, but manufacturers are also actively targeting solvent Millenials with an active and outdoor lifestyle, as for example showcased by BMW and their Sports Tourer, which they refused to call a Minivan. Another example are Audi with the Audi Nines event, which is arguably a lot less prestigious than a worldcup team with Aaron Gwin in it, yet they cart a bunch of freeriders around a quarry with a dozen of Q7s and pay for all the shit the athletes need (ok, this is probably a lot cheaper than a WC team).
Gwin also did a commercial for Audi afaik a few years back.
I´d say car manufacturers are definitely aware of the value of downhill as a competitive action sport with deep ties to more toned down disciplines of mtb riding.
If you want to get the enduro/trail crowd to buy your cars and you wanna do it through image marketing, you use the most prestigious discipline, which would be dh racing.
And AG did an Audi gig a couple years ago.
FWIW word is Volvo has been pretty happy with their sponsoring of the Volvo Ocean Race (they spend a lot on that), which I would argue is becoming a much smaller demo than the bike community.
Worth noting that GMC has been running an add for the Sierra with a dude on his roadbike during NFL games (not cheap) and a pretty conservative demo.
Gwin hasn’t really been posting much that would suggest that he’s hanging with them, or that he’s going to give up his Fox, TRP, Onza etc etc sponsorships to join Trek factory on full SRAM/RS. Also Neko is still out in NC at his bike park, rather than hanging with Charlie, Kade, Reece (at trek hq?).
I’d guess from current speculation that we may see an Intense team with Gwin, Neko and Jack Moir (maybe Dean Lucas too?) next year. With a Trek team of Charlie Harrison, Kade Edwards and Reece Wilson...
Thinking that Angel will go full sram with Vali and stay with YT forming the MOB v2, which leaves at least one spot open.
Wondered why suddenly got lots of notifIcation emails.
Kathy Sessler, in a recent interview (think it was a podcast), when asked about which rider she would pick for the syndicate if she had the chance to choose anyone, she said "for sure Loic Bruni".
That would make them the most likeable and at the same time strongest performing team on the scene.
Loic and Loris are the new Peaty and Minnaar.
Greg and Bruni also seem to get along rather well, so i´m 90% sure that plan is already made and will be executed the moment Greg decides to retire.
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