// Last Updated :06 Dec 2012
3M Benelux becomes title sponsor of Cycling Team
3M will be the main sponsor of this Benelux-team that develops and prepares young talents for a career in cycling. Next to that the team should be the proof point on wheels for 3M being ‘The Innovation Company’
Today 3M Benelux has signed a contract with ‘Cycling Center’ for the title-sponsorship of their ‘continental’ road cycling team. 3M will be the main sponsor of this Benelux-team that develops and prepares young talents for a career in cycling.
“We start at the appropriate level”, says 3M Benelux Managing Director Patrick Rogiers, “Picking up an amateur team that has proven to be successful over the past years, both from a sportive as well as from a communicative perspective. Our sponsorship allows them to make the next step in their development, moving to the ‘Continental’ level, just below the professional status. The team we identified is managed by ‘Cycling Center’ in Belgium. Studying their Values and meeting with their manager, we saw a good and energizing match.”
The team will be ‘used’ as a communication vehicle for the (common) principles of growth and development. Developing young talents, can also be seen as an example of corporate Social Responsibility. But above all it should be the proof point on wheels for 3M being ‘The Innovation Company’.
Ronald Faas, CMPA manager, adds: “We have been working with a task force from the 3M Benelux Management Team during 2012 on this, together with the Management Team of our Corporate Marketing and Public Affairs department. With ‘Team3M’, we add the third element to our Branding efforts. It should improve the awareness of 3M as well as increase the familiarity. In the early discussion between 3M and Cycling Center we already identified dozens of 3M products that can be applied by Team3M. From Scotchlite™ Reflective Materials to Cavilon™ Barrier Film, from Glass Bubbles to Eyewear, from Nexcare™ Plasters and Ace™ Braces to Film for wrapping the fleet and from Litmann® stethoscopes to Abrasives. All these product applications will allow for a lot of storytelling that will help to build familiarity for 3M and will turn Team3M into a test team for innovative 3M applications.”. Therefore we are very happy that we have been able to close this deal and look forward to its business impact”.
Team3M will be officially presented on ‘Velofollies (Kortrijk, Belgium - on January 26th). The first races Team3M will participate is Kuurne-Brussel-Kuurne, on February 24th. Communication from and about Team3M will mostly go through online channels. So, if you want to stay updated on the developments, keep an eye on www.Team3M.com or follow us through www.facebook.com/Team3M or twitter.com/Team_3M or see our YouTube channel on www.YouTube.com/Team3M. For more info on 3M Company, click here.