SHIMANO PARTNER WITH BLUE DERBY

Shimano announced a 3- year partnership with Blue Derby while the EWS was taking place.

“We’re coming onboard as a platinum partner with Blue Derby, and the goal with that is to continue some of the work we have already done to grow mountain biking,” said Shimano Australia Brand Manager Toby Shingleton. “Derby has a global profile now with the events we have had over the two EWS rounds and the Continental events. We see this as part of a legacy for Shimano, an ongoing representation in the region.”

There is a shift for brands to sponsor places and not just events, and Shingleton said it’s about seeing a great connection with their core values and having something for every mountain biker.

“We really see Derby as a good representation of what the Shimano brand is about. It’s the premium mountain bike destination and it has a reputation globally as a place to come, for all kinds of riders. It’s not just guys riding at the top level. Here you have awesome blue trails, awesome green trails, and you have kids’ riding. We are about getting people on bikes and we want to see more people riding. It’s really close to the core values of our organisation to get people closer to nature.”

At the same time, Shimano aren’t opting to back a riding destination instead of backing events or athletes, as Shingleton points out.

“We still want to be involved with events. Competition and racing is really important for us. Part of this agreement is that there will be events here. We have agreed that there will be two mountain bike events here each year, they’ll fall under the Shimano umbrella. One will be a festival style event with food and wine. And hopefully we will announce the other event next year.”