When Dimension Data became the Official Technology Partner at the Tour de France in 2015, it was our first major brand sponsorship investment.
Having largely built our success as an USD 8 billion business through organic means, our brand was struggling to differentiate itself on value proposition alone in a highly-converging market – one dominated by competitors such as AWS, Google and Microsoft.
Our objective was to position ourselves as the technology partner of choice for companies transforming themselves in the digital age. Our marketing team knew they couldn’t outspend rivals through traditional digital marketing methods. They needed a braver, more creative approach for their brand communications to cut through a crowded technology services market.
We were also keen to create rich stories and experiences in order to build long-lasting relationships with our clients. The partnership offered us a sport that was late to digitise and enabled us to bring our core value proposition to life. The Tour 1 of 2 de France journey was all about transforming perceptions among prospects, media, and analysts, and...
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