Continental ended UEFA football sponsorship in 2016 and were considering cycling as they also make bicycle tyres. (Continental’s bike tyre reputation is as a premium brand with a market share of 35% vs. 10% in cars). Based on Sportizon Global Cycling desk research we created an event tour and communication platform for the recreational cyclist demographic giving them a unique chance to meet and ride with their World champion & Gold Olympic medalist cycling heroes and increase consideration of Continental as a premium car tyre brand. The business imperative was to make the link between bicycles & cars central to the sponsorship.