Mercedes to Become Presenting Sponsor of UCI
Mercedes has started branching out with its new X-Class, a pickup truck. This is not the first time the automobile manufacturer has experimented with going into rougher terrain. It has been well rewarded for its more daring vehicles in recent times, with a big demand for rigs like the G-wagon and the 4x4-Squared, which means that making forays into the world of luxury pickups should not present too much of a challenge.
The luxury car brand is marketing the new motor vehicle by means of various partnerships, with one example being its recent undertaking with the world governing body popular with punters who patronise the betting sites in Australia and the rest of the world, the Union Cycliste Internationale. In 2018, Mercedes will take up the position of presenting sponsor of this UCI Mountain Bike World Cup and the UCI Mountain Bike World Championships.
An Extension of Mercedes’ Commitment to Sports
The market launch of the X-Class sees Mercedes extending its dedication to sports. Alongside surfing and triathlons, the star-bearing brand is now also propping up the trending sport of mountain biking. At the core of this commitment is the UCI partnership, and the brand-new X-Class will be at the races, alongside various other marketing initiatives.
Mountain Biking is Massively Popular
Mountain biking is enjoying huge popularity worldwide, both as a professional racing sport and a hobby. The UCI Mountain Bike World Cup is a global event, and one which attracts many thousands of spectators. It is broadcasted in 86 countries, and these are the factors that have served to ensure its appeal to Mercedes, and its new X-Class. The vehicle is one that has been created for sporting enthusiasts who enjoy active lifestyles, and has core markets in Europe, Australia, South Africa and South America.
The X-Class is Perfect for Off-Road Adventures
Additionally, the X-Class is well suited for mountain bikers to take off-road, and can easily handle rougher terrain like mountains and riverbeds, with more than sufficient storage space for transporting the required equipment.
Impactful Promotional Activities to Accompany X-Class Launch
Mercedes’ commitment to UCI mountain biking will see it accompanying a comprehensive series of offline and online marketing initiatives. Spectators can expect VIP tickets, promotional packs, and VIP rides along the competitions route, as well as test drives in the new pickup.
The partnership looks like it will be launched alongside the first UCI World Cup race, set to take place in Stellenbosch, in South Africa, on the 10th of March next year.
The Full UCI World Cup Calendar for 2018
- March 10: XCO: Stellenbosch, South Africa
- April 21 - 22: DHI: Losinj, Croatia
- May 19 - 20: XCO/XCC: Albstadt, Germany
- May 26 - 27: XCO/XCC: Nove Mesto, Czech Republic
- June 2 - 3: DHI: Fort William, Scotland
- June 9 - 10: DHI - Leogang, Austria
- July 7-8: DHI/XCO/XCC: Val di Sole, Italy
- July 14-15: DHI/XCO/XCC: Vallnord, Andorra
- Aug. 11-12: DHI/XCO/XCC: Mont-Sainte-Anne, Canada
- Aug. 25-26: DHI/XCO/XCC: La Bresse, France
- Sept. 4-9: UCI MTB World Championships: Lenzerheide, Switzerland
All About the Union Cycliste Internationale
The UCI was founded on the 14th of April 1900, in Paris, France. Its mission is to develop and oversee cycling in all its forms, for all types of people all over the world. From cycling as a competitive sport to just a very enjoyable, and healthy, recreational activity, and as a means of transport and just for fun. The UCI regulates eight disciplines in this sport:
- Mountain Bike
- Indoor Cycling
The inaugural UCI Mountain Bike World Cup was created in 1991 and held in Barga, Italy from the 15th to the 15th of September. The races take place in cross-country, Olympic, and downhill settings, on many different continents, and in various age classes.