From Niche Sport to Hype - How we raised the profile of Road Cycling in Hungary

2016

Carat & Dentsu Sports have charted new territories in raising the profile of road cycling as a sport in Hungary. We produced live media experience and content for our clients who joined us on this journey as sponsors and media partners.

HU
A 25 times as many reached people as the previous year The Tour de Hongrie appeared as the first ever Hungarian road race on TV with 2.5 hours of live broadcast and 30-minute highlights each day for 6 days, reaching 25 times as many people as the previous year.

Brief

The first Tour de Hongrie cycling race took place in 1925. Since then, it has run 37 times and the event was a niche race with a limited, albeit enthusiastic audience.

In a sponsorship market dominated by government-owned companies, the organisers had a hard time finding sponsors. Media platforms were not interested. Even start/finish cities for the consecutive legs of the race were difficult to find.

The race stayed under the public’s radar for 91 years. But Carat & Dentsu Sports thought the Tour de Hongrie deserved more, and was brave enough to make a move.

INSIGHT

We believed the TDH to be a hidden gem that needs to be brought out into the sun, and made a long term plan to make it shine even more every year as a brand that belongs tightly to us.

Cycling is increasingly the most popular transport and recreation sport for health-conscious Hungarians. Developing an awareness for road racing will further develop cycling as sport and recreation.

In 2016, we decided to actively build the Tour de Hongrie brand and innovate a mobile based broadcast platform for media broadcast. This enabled us to brooadcast the race live – first in it’s history – on Hungary’s nationwide sports channel Digi Sport, and stream it live on the the leading digital news portal Index. We also produced Socal Media content for the sponsors and the race itself.

SOLUTION

Instead of the extremely expensive technical solutions used in the world of cycling, we used mobile technology to transfer the video signals. We took on the role of a broadcast producer and organised the production. We bartered the media rights. We persuaded Opel to sponsor the broadcast. So we produced and executed:

  • 15 hours of live TV programme
  • 32 hours of live stream
  • 12 times headlines on digital news portals
  • 42 Social Media video posts in 9 days

A 25 times as many reached people as the previous year The Tour de Hongrie appeared as the first ever Hungarian road race on TV with 2.5 hours of live broadcast and 30-minute highlights each day for 6 days, reaching 25 times as many people as the previous year.
w 5 years support The hype became so big that the government decided to support the race for the next 5 years with annual incremental funding.
g Carat go-to place for sports marketing Carat & Dentsu Aegis Hungary have become a go-to place for sports marketing in Hungary.
$ SOLD live streaming rights Media platforms are lining up to get the rights; the live streaming rights alone for 2017 have already been sold for more than the entire 2016 media budget

“Cycling has always been one of the car industry’s favourite sponsorship platforms but we did not dare get involved in the Hungarian Tour until Carat joined the organizers and came to us with the package. We are proud to have been the catalyst for the first ever live TV production of the Tour de Hongrie.”

Szabolcs Zugschwert Marketing Director, Opel Southeast Europe
^Back to Top