Lidl International’s Post

𝗘𝘁𝗮𝗽𝗽𝗲 𝟵 - 𝗘𝗖𝗖𝗠 𝟮𝟰 🚴♂️ Hannelore Botterman from Lidl Belgium & Luxemburg shares how Lidl evolved from "brochures" and radio ads to becoming a strong partner in cycling! In 2012, Lidl started with name-dropping in the Tour de France, and by 2014, they were collaborating with Flanders Classics. In 2023, Lidl-Trek was born, and for 2024 they chose to focus on the spring season. Lidl distinguishes itself through its international sponsorship strategy, while competitors Aldi and Colruyt are not active in sports! 🌍 🚴♀️ Griet Langedock is committed to women's cycling, having started in the men's peloton with her favorite Gent-Wevelgem. Gent-Wevelgem boosts the Flemish economy and finally brought a women's race live on TV in 2018!  The budget for women's cycling increased from €15M in 2021 to €57M in 2024, with the number of female riders growing from 117 to 232.  In 2024, we saw increased attention for women's sports. As a result, women's sports now make up half of the broadcast time in certain programs, a fantastic step forward! 🙌 🚴♂️ Wannes Cuypers from AG Insurance explains how they brought structure to sports sponsorship using data. AG sets itself apart by owning a Belgian World Tour women's team with a unique training structure.  Partnerships such as AG Insurance Soudal Quick-Step and participation in mass events ensure maximum exposure.  Cycling ranks in the top 3 in sports interest, offers massive TV publicity, and appeals to all target audiences! 📺 #ExpertClassCyclingManagement #ExpertClass #Cycling #Lidl #CyclingVlaanderen #AGInsurance Sportcareers

Behind the scenes: How Elke and Marc turn passion into profession with Lidl-Trek Elke and Marc, Consultants in Sport Partnerships at Lidl International, collaborate closely on the Lidl-Trek partnerships, including major events like the Tour de France. 🇫🇷🚴♂️ Elke, a former cyclist for the German national team and participant in the women's Tour de France, partners with Marc, a passionate hobby cyclist with a background in Sports Management. Elke leads activation topics such as the Tour de France, while Marc focuses on project management and strategic planning. "I believe we truly complement each other. Including Elke and me, our team has seven people dedicated to Lidl-Trek topics. What unites us is that we've turned our passion into our profession," Marc says. Elke emphasizes their role in maximizing the benefits of the Lidl-Trek partnership and promoting Lidl values such as healthy nutrition and regular exercise. "We are the contact person and supporter of the Lidl-Trek cycling team. We want to advance the team in sports and support it with 'Lidl Power'," she explains. 💪 The team also collaborates closely with colleagues from various Lidl countries. The campaign team creates a toolkit for all countries so that regional colleagues can tailor the communication focus based on their regional interests. "For example, Belgium, a big cycling nation, takes more responsibility as they have been communicating about cycling for a while," Elke adds. 🚲 Reflecting on their experiences with the Lidl-Trek projects, Marc says, "In the end, it matters that I'm very enthusiastic about my job and truly believe in what we are doing. Promoting cycling and a healthy diet as a food retailer is a perfect and important topic that I wholeheartedly support." Elke adds, "It's especially nice when we cycle together as a team. What we talk about all the time, we also carry out ourselves and live it. It's something we do together. I always say we give the team a great setting to experience the sport on a completely different level." How do you integrate your passions into your professional life? Share it with us! #LidlInternational #teamlidl #WeAreLidl #LidlTrek #TourdeFrance

Stage six of the Vuelta a Espana (the Tour of Spain, one of Cycling's three Grand Tour events) began 𝙞𝙣𝙨𝙞𝙙𝙚 𝙖 𝙨𝙪𝙥𝙚𝙧𝙢𝙖𝙧𝙠𝙚𝙩 with the cyclists actually riding down aisles lined with groceries and even up an escalator before exiting onto the roads to officially get the stage underway. If the goal of sports marketing is to create memorable and authentic activations between a sports property and its sponsor brand, this one wins the prize. While It's not realistic to lift this as a best practice directly (I don't foresee LeBron James dribbling through the produce department any time soon), there are three great lessons here to apply to any marketing partnership. 𝟭. 𝗠𝗮𝗸𝗲 𝗶𝘁 𝗠𝗲𝗺𝗼𝗿𝗮𝗯𝗹𝗲. With the landscape of sports and advertising becoming increasingly crowded, it's more important than ever to develop creative, fresh, share-worthy content to maximize the value of your investment. Don't be content doing what's always been done before. 𝟮. 𝗧𝗲𝗹𝗹 𝗮 𝗚𝗼𝗼𝗱 𝗦𝘁𝗼𝗿𝘆. Find a way to showcase your brand in the context of the event. Marketing doesn't feel like advertising when it's additive to the fan experience, it's all part of the story of the event. Give fans a story to tell. 𝟯. 𝗖𝗿𝗲𝗮𝘁𝗲 𝗠𝘂𝘁𝘂𝗮𝗹 𝗩𝗮𝗹𝘂𝗲. Both Carrefour and #LaVuelta gained exposure far beyond what they would receive on any typical stage of the race by fully committing to celebrate their partnership and taking a bold chance to do something different. #SportsBusiness #SportsPartnership #FanExperience #Storytelling

🌟Connecting, communicating and building towards a European Women's MTB network🌟 Held in the picturesque Vienna Woods, this year's IMBA Europe Summit saw an incredible turnout of women in mountain biking—a significant milestone for our organization dedicated to promoting more people on bikes through sustainable mountain biking. This year's program included a dedicated breakout session on the FIAS (Fostering Inclusive Action Sports) framework, as well as a working group session that focused on the development of a European women’s mountain biking network. The FIAS workshop provided crucial insights into fostering gender inclusivity in mountain biking. Led by Dr. Fiona Spotswood, the session highlighted four key areas: building communities of women+ in MTB, integrating women+ into MTB culture, supporting women+ in leadership roles, and transforming MTB's cultural representation. Attendees engaged in dynamic discussions on how to enhance inclusivity individually and collectively, committing to actionable steps across these areas to drive meaningful change. Simultaneously, the women in mountain biking workshop underscored persistent challenges such as unequal pay, limited representation, and stereotypes. Participants articulated a vision for a more diverse and welcoming MTB environment, emphasizing the need for increased visibility, equitable opportunities, and community-building initiatives to empower women within the sport. These workshops collectively set the stage for ongoing efforts to advance gender equity and inclusivity in mountain biking communities across Europe and beyond. We invite women who couldn't attend to reach out to IMBA Europe to learn more about the European MTB Network. For more info, contact Loren Rowney at loren.rowney@imba-europe.com. 🔗Read the full article for more insights into our journey towards an inclusive MTB community. https://lnkd.in/dGcUMnEa Cycling Industries Europe Fiona Spotswood Manon Carpenter #WomenInMountainBiking #FIASFramework #IMBAEuropeSummit #Inclusivity #Community #Empowerment

Today marks one year since the launch of our Diversity in the Cycling Industry report. This was just the start of a comprehensive programme of activities and outputs during 2023 that now provide a comprehensive toolkit for our sector. Following the publication of the now widely-cited report we have: 🖊 Inspired over 60 members and Investors in Cycling to sign the Diversity pledge. 📝 Engaged 1,123 individuals working in the industry to produce a powerful perception report. 🤝 Collaborated with Women in Transport and WORK180 to launch a cross-sectoral Employers Equity Audit. 💻 Delivered a downloadable and editable 10-step DEI plan for businesses, big or small. 💷 Delivered 16 downloadable guides and templates to help you unlock the value of Diversity in your business.  📚 Compiled a comprehensive library of reports and a hub of information covering mentoring, networking, and mutual support. ✅ Established an experienced and powerful Diversity Advisory Board to track progress to clearly defined industry goals. Read more: https://lnkd.in/eDnY-SYW

This weekend we witnessed a historic moment at the Omloop het Nieuwsblad that filled our hearts with pride and optimism. For the first time, thanks to a heartfelt appeal by Linde Merckpoel and a young cycling enthusiast, Oone, the stands at 't Kuipke were packed, not just for the men's team presentations, but remarkably, for the women's as well. 🚴♀️😍 At Proximus, we've always believed in the power of sport to unite, inspire, and create change. For the third year in a row, we took our commitment a step further by broadcasting the team presentations for both men and women on livestream and TV on Pickx 📺. The response was nothing short of spectacular. We saw a record number of viewers tuning in, with an even higher viewership for the women's presentations compared to the men's. This shift in audience engagement is a clear indicator of the changing landscape of sports fandom and the growing interest in women's cycling 🙏. We're not just broadcasting events; we're advocating for a future where women in sports receive the recognition and support they deserve. Our message is clear: at Proximus, we think possible. Let's continue to support and elevate women's cycling, showing the world the incredible talent and passion these athletes bring to the sport. Together, we can make a difference. 🙌 📸 Flanders Classics 🎥 Proximus Media House (PMH) #Cycling #WomenCycling #EqualityInSports #ProximusPickx #ThinkPossible #Proximus

Working and writing about women and cycling is both a passion and a responsibility. Cycling has long been a male-dominated sport, but women have always been a vital part of its history. Today, more than ever, women cyclists are breaking barriers, pushing limits, and creating space for others to join. As a writer, capturing these stories feels like a way to give voice to a community that is often underrepresented, whether it’s highlighting professional athletes, advocating for safer urban cycling spaces, or celebrating women who cycle for fun or fitness. The world of women’s cycling is incredibly diverse—riders come from all walks of life and ride for different reasons, yet they face common challenges like inequity in sponsorships, media coverage, and race opportunities. Writing about these issues isn’t just about chronicling the sport; it's about pushing for change, ensuring that more women feel encouraged to get on bikes and see themselves reflected in the cycling community. Through stories of triumph, struggle, and advocacy, we can inspire the next generation of female cyclists and help build a future where women are equally represented on and off the bike. 🚴 #tourism #journalism #cycling #cycletourism

Empowering Women through Cycling: Pushing Boundaries, One Mile at a Time In a world where the cycling industry still sees a gap in women’s representation, my mission has been clear: I want to see more women on bikes. More than that, I want to empower women to reach milestones they never thought possible, like riding their first century—100 miles of pure determination, strength, and community. This isn’t just about logging miles. It’s about growth. It’s about breaking down the barriers, physical or mental, that so many women face in outdoor sports. And for every woman who feels nervous, underrepresented, or intimidated—this is for you. That’s why I’m beyond excited to be part of the *Jelenew Century Training Series*, a structured training journey designed to prepare women to take on the challenge of riding their first 100 miles. With incremental mileage and the support of an incredible community, these rides are more than just preparation for a century—they’re a celebration of what we’re capable of when we come together. Our rides aren’t only about fitness; they’re about creating space where women feel seen, heard, and celebrated. As we gear up for the September 29th ride in Santa Monica, I’m thrilled to share this space with so many strong women. To every woman who joins this journey: You’re not alone, and you’re stronger than you know. Together, we’re pushing boundaries, creating a more inclusive cycling culture, and proving that no goal is out of reach. Join us on Strava and let’s ride together toward our century, toward our future, and toward each other. Sign up now on: https://lnkd.in/gfe38ZCm at Jelenew Los Angeles on Strava and take the next step in your Century journey! 🚴♀️ #WomenInCycling #CenturyRide #CyclingCommunity #EmpowermentThroughMovement #RideLikeAGirl #WomenSupportingWomen

A fantastic paper that I would recommend to anyone with an interest in gender and cycling/mobility to read.

#Perspectives Issue 18: Professionalising Cycling Activism, is supported by Tern Bicycles. Our final #Perspectives piece introduces how the Bicycle Mayor Network is a tool for amplifying the message of equitable cycling cultures and the 'human infrastructure' of cities to boost urban change. Tjeu Houben, our Bicycle Mayor Network Intern, highlights three unique stories to showcase these advocates' efforts. Read here: https://lnkd.in/eumwRp7u