Aspire Active
Aspire Live

Managing brand partnerships for HotChillee

Client

HotChillee

Brief

Attract and retain top-tier brand sponsors for HotChillee’s cycling events.

HotChillee organises mass participation cycling events such as London-Paris, the Alpine Challenge and Cape Rouleur. HotChillee called in Aspire to attract a strong sponsorship line-up and manage brand relationships as riders crossed borders and climbed mountains.

Bringing big brands on board

HotChillee performs global marketing, publishing and event management predominantly within cycling.

The company is known by cycling enthusiasts for its multi-day events that give riders the opportunity to take on tough challenges with full back-up and support.

Aspire were asked to attract and retain top-tier brands for the events and manage relationships so that all parties were happy with the results.

Part of our brief was to maximise the contribution from each sponsor to support the event while making sure each brand could fulfil its own marketing objectives. 

Balancing such demands and ensuring a share of brand voice is a challenge when an event is on the road and going through multiple countries in a day.

“Aspire has excelled in building and cementing HotChillee’s corporate partnerships, delivering exceptional results with professionalism and dedication.”

Sven Thiele
CEO, HotChillee

Making every detail count

Our chief marketing task was sponsorship activation of accounts such as adidas, Adobe, DHL, Skoda, Mavic, Chain Reaction Cycles, Wattbike, Regus, Haribo, Elemis and Science in Sport. 

Our strategy was simple but effective. We took a meticulous approach to account management for each and every event partner. 

We ensured sponsorship objectives were clearly understood from the outset and designed a bespoke activation plan for each sponsor. 

Through regular monitoring and communication before, during and after the event, we kept all sponsorship activity on track and guaranteed that all brands were represented appropriately.

We also briefed the HotChillee Ride Captains to act as a team of ambassadors for the company, events and all brands involved. It was another way we could spread the contribution and activation for each partner.

Achieving success in tandem

4

years managing PR & event marketing activities for HotChillee

5

London-Paris sold out in a just a few minutes each year

£1m

increase in inbound investment for HotChillee

Building a strong event platform

Aspire worked closely with HotChillee for four years to oversee brand partnerships and marketing activities on HotChillee’s key rides – The London-ParisThe Alpine Challenge and The Cape Rouleur

We also supported HotChillee on new business proposals, special projects, and PR and communications strategy for all events. 

Aspire provided HotChillee with a strong platform on which to build and grow its events portfolio into a global business with thousands of annual competitors. The events now sell-out within minutes year-on-year.  

We worked hard to attract, develop and retain partnerships with brands such as adidas, DHL, Skoda, Mavic, Adobe, Specialized and more. HotChillee was able to use the strength of its brand partnerships to seek greater inbound investment from an increased number of partners.

For more information about our work with HotChillee, visit www.hotchillee.com