Performance Bicycle announced a joint promotional partnership with Universal Sports,
a multimedia destination for Olympic-related sports programming and
content.
The agreement includes a mix of programming content, cross-branded promotions, and integrated marketing campaigns.
Under the terms, Universal Sports will air national promotional spots
for Performance Bicycle across its network, as well as feature
Performance Bicycle as the e-commerce provider of choice on
UniversalSports.com's cycling channel. Performance Bicycle will promote
Universal Sports and its programming throughout its catalog,
award-winning website, and more than 95 stores nationwide. Much of the
joint promotion will focus on Universal Sports' coverage of the Vuelta a
Espana, which is airing on the network now through Sept. 19.
In total, Universal Sports and
UniversalSports.com have more than 8 events in their cycling stable.
“The people who watch Universal Sports are the same people we see in our
stores and who shop at PerformanceBike.com every day,” said Cindy
Marshall, chief marketing officer of Performance Inc. “The viewers
watching Olympic and cycling events, like the Vuelta, on Universal
Sports network are active riders who are passionate about the sport. We
serve this group of avid cyclists very well with our extensive product
selection, low prices and value-added services. There's no doubt they
are a central audience for us, and Universal allows us further reach to
this audience.”
“Universal Sports is the leader in world-class cycling programming and
content, delivering passionate cycling enthusiasts the most coverage
available on television,” says David Sternberg, CEO, Universal Sports. “And we naturally sought out a partnership with the countryâ€s leading
bicycling retailer. With Performance Bicycle, we can cross-promote to
effectively and efficiently reach and activate this extremely passionate
niche-sports audience.”
Performance Bicycle has more than 90 nationwide stores. Performance Inc. is majority owned by North Castle Partners of
Greenwich, CT.
