What’s in a team name?
Team Sigmasport-Specialized of 2011 has become Team IG-Sigmasport of 2012, to most this is a name change and not much else but in reality it’s a lot more than that, it’s a new direction and a great new opportunity but it’s also a great reflection on the direction cycling is taking in the UK at the moment.
The last two years has seen a lot of development within the Sigmasport-Specialized team and it’s been great to be part of it. Since I joined the team for the 2010 season we have gone onto become UCI registered, take in the Tour of Britain, Tour Series, Premier Calendars, stood on national podiums and enhanced our reputation across the water in Europe competing in France, Belgium and Holland. The team’s development has mirrored that of the flagship store of Sigmasport down in Kingston Upon Themes, which now operates out a grand new building and feeds the ever growing appetite of a new breed of cyclists.
It’s been exciting to be involved with the development, as a fan of the sport you see us riding around criterium’s or plugging through road races, but it’s not all about the racing. Spending time with sponsors and promoting events and products is just as much part of the job now. As interest in the sport has grown, so has the responsibility to be accessible and open to your own sponsors and the public who want to become involved at events throughout the year.
So now moving into 2012 the team has taken a new step, another stage in its development. IG Markets have come on board as title sponsor and our role as riders has grown even more diverse and important. The first month of the season has seen me standing on the rooftop of IG Markets in Central London for a photoshoot, heading fourteen hours across the world to Singapore for a Criterium, doing laps of Manchester Velodrome with a camera attached to the bike and having a shiny launch of new kit and products in the big smoke of London. Of course there’s been some bike racing too, that is after all the ‘day job’, in fact it’s been a strong start for the team in its new guise with five race wins already under the belt.
It’s race wins that make a successful team but with cycling’s new corporate popularity and with more and more of the wider public choosing to watch and become involved in the sport it’s key to be open and accessible to develop that ‘ownership’ vibe so people in the offices of IG Markets of whoever your sponsor may be can relate to you and truly feel part of the team and journey.
After stepping off the plane in Singapore and having some rest we were taken to meet some of the IG Markets employees of the Singapore office, while they enjoyed meeting the faces behind the jersey’s they see and support, it was great for us as riders to meet people that follow you from half way across the globe. They may follow us through social media or websites but now they have a face to put to the image and report too, it was great to develop that link with them.
It’s great that cycling while increasing in popularity and demand does keep this accessibility. So a team name for us this season is much more than just a shuffling of the title, it’s an opportunity to push the team in new places and develop the connection the public and sponsors have with the team both at events and away from them. It give’s everyone a slice of the action!
You can see Team IG-Sigmasport at all of Britain’s top races this season and follow them through both Twitter and Facebook. You can now also log into the riders training and race information through the Strava website and find out more details on the team’s own website. Now you can’t get anymore helpful than that!