Citroen’s Giant Logo Strava Art Challenge Celebrates New 2021 AG2R La Mondiale Sponsorship

We might have been thinking the simple ‘largest in the world ever’ and ‘logo led’ activation ideas was no longer a human or a marketing obsession, but, with this campaign following hot on the heels of the Gallagher premiership Rugby #RugbyRestart’s biggest artwork in the world drawn on Twickenham’s turf (see case study) and now this Citroen cycling initiative, we were clearly wrong.

Like so many cycling teams, the squad has been through a revolving set of titles and names. Vincent Lavenu founded the team as Chazal in 1992, while Petit Casino took over as title sponsor in 1996, before the team rebranded as Casino in 1997 when it was promoted to the World Tour (cycling’s top flight), after which AG2R signed on as a sub-sponsor in 1997 and became the team’s main backer in 2000. From the start of 2021, the French insurance firm will remain a lead backer in 2021, but Citroën’s name will also feature on the jersey.

We know what you’re thinking…..will this mean the team changes its famously ugly brown kit?

I’m afraid we have no idea, but we too hope it will.

Bike platforms like Strava and Zwift have been go to partners for several bike brands and racing teams during the pandemic lockdown: notable campaigns on the platform included current Tour De France champs Team Inneos’ series of challenges and races on Zwift (see case study).

In a topsy turvy year of Covid disruption which has resulted in the Tokyo 2020 Olympics being held in 2021, why not begin activating a sponsorship that starts in 2021 in the middle of 2020?