Cycling& the

Rolling contentaround the worldDaniel Sánchez - @danibvo_SportsInteractive EuropeAmsterdam ArenA, 6 October 2016

About us- Abarca Sports: longest-standing structure in professional cycling (Est.

1980)

- 850+ victories, incl. 14 Grand Tours = 7x Tour, 4x Vuelta, 3x Giro

- Notable riders include Miguel Indurain, Pedro Delgado, Abraham Olano, José María ‘Chava’ Jiménez, Alejandro Valverde, Nairo Quintana (current)

- Backed by Telefónica since 2011 = global comms giant, biggest Spanish brand. Just extended partnership agreement with team through 2019

Cycling is…- Popularity

- The only sport which passes by your home

- Spectacular

- A whole experience

- A huge communications tool around the world

‘Cycling was created by the media’- Has always kept communications at its

core and even gone a step further

- First sport to generally use partners as way of naming their teams… or even races themselves

- Media has amplified races in order to sell more; also, cycling is the first sport to take live cameras to greater outdoors

Derailed by digital revolution- Social media and digital marketing bloom as the sport

reaches its worst point, with accusations of widespread doping keeping arising

- Lack of professionalism and specialization is only escaped by two leading teams: Sky & RadioShack (Armstrong’s former team) → ’Anglo-gap’

- Before Telefónica takes over (late 2010): no team social media, succinct website owned and managed by former sponsor, no digital or offline marketing efforts

Long-term plan- Resources are limited: team rides

300,000km, travels 2M kilometers every year (Australia, Argentina, Middle East, Canada, US, UK, whole continental Europe)... and communications staff cannot be at all events

- Two main phases:Come for the information: connect to what happens in top-tier cycling around the globe (2011-)Stay for the entertainment: instant, emotional content directly to your fan base (2014/15-future)

Come for the information- The paradox of cycling: a team sport

where success is fundamentally individual.

- People get to a cycling team by its stars.

- How to make them stay:Instant flow of valuable information:Twitter, websiteEngage them with actions, events and contests: Facebook

- Core values: serve your follower, be precise, stay composed... If not with a smile

Info + keep them engaged- Offer info about the whole sport: make it more

credible and your team more likeable. Guide!

- Help your partners be loved: work close with Telefónica and other sponsors to show them to people.

Stay for the entertainment:make them love what you do - You’ve built your base, your team has grown:

it’s time to get people emotional about your biggest success.

- Instant connection: Facebook Live, Periscope, Burst (content delivery platform), informative video on Twitter, captivating imagery on Instagram, ‘quick moments’ (applied to all).

- Campaigns: #SueñoAmarillo, #EstaEsLaNuestra.

- New initiatives: 360º video, AR.

Phase two: results are visibleMore than 1,100,000 fans on social media (TW, FB, IG, YT)- Twitter: 141,000 followers (June 2015) → 437,000 (Sep.

2016)95,000+ RTs during 2016 Vuelta, 31K mentions, 215K likes38.7K tweets around the #SueñoAmarillo (18 June – 26 July)

- Facebook: 186,000 fans (June 2015) → 417,700 (Sep. 2016)Reach: 14+M people during 2016 Vuelta, 11.9M during ‘16 TDF

- Instagram: 74,700 followers (June 2015) → 263,000 (Sep. 2016)

- Video views: over 21 million (FB / TW combined, since June 2015)

Future? (2017-19)• Extend on-the-go video: crucial technology

• Make our partners even more visible

• Movistar Team is becoming a household team: drive them to your shop, keep elevating your brand

• Improve connection to your fans: key step when you reach new heights is staying close to the people that brought you here first... and concerned about those who can’t enjoy the sport because of other reasons

Thanks!Find out moreabout the:

www.movistarteam.comTW / IG: @movistar_teamFB / YT: Movistar Team

@danibvo_ - LinkedIn: Daniel Sánchez Badorrey