02/05/2019

Goodbye/Hello As Team Sky Says ‘Thank You Sky’ & Rolls Out Team Ineos Rebrand Campaign

Over a 48 hour period, professional cycling’s dominant team bid farewell to its former title sponsor Sky with a ‘Thank You’ spot and then welcomed its new owner Ineos by launching a rebranding campaign.

 

After an incredible 10-season journey, the team declared its pride in racing as Team Sky for a decade with a ‘Thank You’ online film that showcased their stunning success and which saw members of the current squad discuss their favourite Team Sky moments.

 

The 4-minute and 30-second online short film thank you was amplified across all the team’s digital and social platforms including YouTube,

 

 

Instagram,

 

 

and Twitter.

 

This goodbye creative was quickly followed by a multi-channel rebranding campaign to launch the new Ineos title sponsor ship that included a welcome spot,

 

 

plus a kit reveal and new team colours,

 

 

as well as behind-the-scenes executions and content from the team re-launch at the 2019 Tour De Yorkshire.

 

 

View this post on Instagram

Same team, new name. Welcome to @TeamINEOS!

A post shared by Team INEOS (@teamineos) on

 

The team’s own rebranding campaign was sup[ported by some sponsor brand transformation content too.

 

Comment:

 

The goodbye creative was positioned as a thank you, but it also served to attract eyeballs to the team’s channels where it had already posted a wave of fresh creative featured various elements of its Ineos rebranding.

 

Tactically smart – just like the team itself.

 

Good luck under the new title brand and good luck with the accompanying PR challenges created via a takeover by a chemical company that is the most prominent UK fracker.

 

Is it a case of out of the frying pan and into the fire…..

 

Links:

 

Team Ineos

https://www.teamineos.com/

https://www.instagram.com/teamineos/

https://twitter.com/TeamINEOS

https://www.youtube.com/user/TeamSkyOfficial



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