FRIEDRICHSHAFEN, Germany (BRAIN)— Nissan will be shifting into high gear at Eurobike, as the Japanese carmaker has signed on as the sponsor and partner of the leading trade show for the international bicycle industry this September 4-7.
“We are delighted that we could bring Nissan on board. This is a carmaker that has established itself in the bike sector like no other brand,” said Eurobike project manager Stefan Reisinger.
Nissan is already major player in the world of sports. All around the world, the automotive company plays an active role as a sponsor at a wide range of bicycling and sporting events, highlighting the talent of the athletes and the fun of tackling extreme challenges. As part of the “Nissan Sports Adventure” campaign, the world’s cycling elite compete in the Nissan UCI Mountain Bike World Cup.
“Bikers fit very well with Nissan and vice-versa,” said Ralf Baumeister, who is responsible for marketing, trade shows and events at Nissan Center Europe. “The events at Eurobike match perfectly with our brand campaign.”
This is the company’s first involvement in the leading trade show for the international bicycle industry.
Along with its new marketing concept, the carmaker also gains exclusive rights to lend its name to events at the show. The world’s top bikers will test their skills in the Nissan Sports Adventure Arena during the two competitions on Sunday: the Nissan-Eurobike Dirt Jump and the Nissan-Eurobike 4cross. This is also where visitors will be treated to bike action, tests and stunts.