Aftermarket for Revolution - Road Cycling UK

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Aftermarket for Revolution

Face, the London-based owners of Revolution, have employed the services of Aftermarket to manage the expansion of brand concessions at the super-successful series hosted in partnership with the Manchester Velodrome.

Aftermarket’s Matt Ward comments “I am very excited and honoured to be working with the guys at Face Partnership on this project. The Revolution series is one of the best sporting events in the UK, you will see some of the world’s best athletes racing celebrities, Olympic gold medalists racing Tour pros and world records attacked, all within the space of four fantastic hours – the events are unbelievable entertainment, not to mention value for money for the fans.”

The deal will see Aftermarket developing brand presence at this years’ series. “With great
expectations hanging on the GB team at the Beijing Olympics, any kind of medal haul will place feverish focus on the sport of track cycling, during and post-Olympics” said Ward, “we expect that the Revolution series will only increase this fever, and once again expect the events to be a sell out. It is my vision that the Revolution brand can be extended further, across the series. Sure people come to see the racing – the stars, the heroes and the celebs – but I feel that by bringing forward each events’ opening time by an hour, and by offering more for people to see and do at the Velodrome, the Revolution events can become real festivals”.

Aftermarket will be responsible for a fantastic new expo area, in the track centre, that will enable
space for some of the worlds’ best brands to demo. “We expect demand for this premium space to
be high, it will be exclusive and have a totally captive audience, with brands in an excited
environment with absolute target consumers”. The concession packages will also include hospitality,
a full pre and post-publicity campaign, both on and offline, and an opportunity for exclusive
representation at the Velodrome retail store. Ward concludes “Add to this the opportunity for new
product launches, star signing sessions, exclusive Revolution giveaways and pre-event competitions,
and we think that the concessions for the series will be something not seen before at a UK event”.

Commenting on the tie-up, Face’s James Pope said, “We are very excited to be working with
Aftermarket and see it as an excellent opportunity to take Revolution to the next level. With the
expansion of Revolution into Australia and a Global Series on the horizon the brand is growing. As
part of this we want to make sure we are providing innovative new attractions to our audience and
the expo area will definitely achieve this.”


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